Jony Ive’s LoveFrom Creative Studio Introduces Itself In New Official Website
Screenshot via LoveFrom
Since the announcement of its launch, fans’ understanding of LoveFrom has been scattered into little pockets. First, it was founded by former Apple design chief Jony Ive and reputed industrial designer Marc Newson; it’s a creative collective transcending the scope of design; it maintains a close working relationship with Apple; and that it has already picked up substantial partnerships with Ferrari and Airbnb.
Now, two years after keeping observers on their toes, LoveFrom has taken its most public step: it has launched a website. LoveFrom.com details the studio’s philosophy and what potential clients can expect from the firm.
The site is purely text, reading like a letter as you scroll down, relying on a simple and succinct visual identity to capture LoveFrom’s clever design thinking and spirit. “LoveFrom is a creative collective. We are designers, architects, musicians, filmmakers, writers, engineers and artists,” the group introduces itself. Wallpaper* notes that the studio includes renowned art director Peter Saville and former Apple designers Chris Wilson and Antonio Cavedoni.
The bespoke font that makes up its logo and body text, ‘LoveFrom Serif’, draws from letterforms and research from 18th-century type designer John Baskerville. Nearly as old as LoveFrom’s debut announcement itself, the LoveFrom typeface was “crafted over the past two years” with “each character… lovingly redrawn, refined and meticulously crafted,” says a press release.
Screenshot via LoveFrom
For modern and diverse displays, the team expanded from the Baskerville system to design a full-fledged versatile font family with multiple weights and optical sizes.
In its animated form, the LoveFrom wordmark appears to be typed out. It’s punctuated with a comma to illustrate starting a shared conversation, describes Saville.
The site elaborates that, even before launching any projects, people might recognize LoveFrom’s core from previous work of its creators. The simple text also spells out the collective’s deliberate nature and drive: “We are obsessed with the traditions of creating and making. Fanatically devoted to excellence. Insatiably curious… We work on projects for joy. We develop our own ideas,” signing off with “love & fury.” See it here.
[via Wallpaper*, cover image via LoveFrom]
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