Jony Ive’s LoveFrom Logo Finds A Charming Companion, A Snooping Little Bear
Screenshot via LoveFrom
Former Apple design chief Jony Ive’s cross-disciplinary creative consultancy, LoveFrom, has been getting some love, thanks not just to some stellar projects it’s bagged lately but also a curious character added to its logo.
LoveFrom, launched in 2019, has purposefully kept its visual identity simple, using a tasteful serif for the wordmark and punctuating it with a comma, while pairing it with a white background. This week, the studio proved that there’s plenty of personality in minimalism. Joining the logo is Montgomery the bear—affectionately known as Monty—whose silhouette is now seen interacting with the branding on the website.
Say hello to Monty. https://t.co/uduXOV6rPF pic.twitter.com/wqH50pF86i
— Mike Matas (@mike_matas) September 22, 2024
The charming, animated bear is named after the San Francisco street where the company hangs its hat.
Screenshot via LoveFrom
The LoveFrom name is first slowly revealed as though it were being typed out with a text editor. The typing marker at the back, called a caret, flips into a comma. It is at this moment that a gentle creature walks into the screen, sniffing the logo and gently trotting over each letter, which delicately dips under the weight of the unusual visitor.
As unraveled by digital designer Jiho Lim, the bear will even interact with your cursor when you move your mouse closer to it.
totally missed the bear sniffing the cursor 🥲 pic.twitter.com/qqGGfBk0wr
— Jiho Lim (@jiholimm) September 23, 2024
The satisfying scene has elicited memories of the Pixar opening and A.A. Milne’s Winnie-the-Pooh.
— Bilal (@bilalkhettab) September 22, 2024
Monty made its first co-branded debut as a mascot in a collaboration between Moncler and LoveFrom, in which Ive has reinvented how outerwear is fastened.
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The bear-bones look is an interesting approach to storytelling. Not only does it turn the “blanding” trend, which PayPal is said to have fallen prey to, on its head, but it also cultivates an emotional connection between the logo and the beholder. One can only assume LoveFrom is only scratching the surface of the full Monty.
[via LoveFrom]
