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Curves, turning the mind curves, are like a perfect curtain call. The story begins with a name, a name rich in sound and emotion. When Jony Ive founded LoveFrom, he had a unique emotion in his heart that came from a name, LoveFrom. The name has a deep meaning in his eyes, derived from a quote from Steve Jobs, a story of love and care.
The name is not just an identity, it is a faith, an expression of gratitude for humanity and humanity. It is Ive's sincere emotion for the world. However, translating this emotion into visual design is not easy, especially reinterpreting a vocabulary that is so familiar. Luckily, renowned graphic designer Peter Saville found a clever way by adding a comma after the name to balance the high-frequency vocabulary and make the name more sincere and open, it is a name that starts a conversation.
However, when people look at LoveFrom's typeface design, they may expect to see some traces of Apple, but it is difficult to find. That's because Ive decided to ditch the common sans-serif typeface in favor of serif typefaces, while designer Antonio Cavedoni chose Baskerville as a base. This is a classic font that is expressive enough to adapt to different contexts. Baskerville's designer, John Baskerville, has a persistent pursuit of type design, and his pursuit is not limited to type design, but also extends to printing and ink formulations. This obsession with detail finds its way in LoveFrom.
LoveFrom's designers then began the painstaking work, adjusting letter by letter to the Baskerville typeface to create LoveFrom's unique glyph. They also experimented with different word weights, creating variations such as italics and bold. The design of the italic body is particularly eye-catching, in which the serif of the lowercase letters "b", "d", "h" is like the wind blowing of a convertible, full of movement. The capital letters are also full of ornate details, especially the tail of the letter "K". These letters, while not reminiscent of Apple's design, inherit the principle that Ive has always adhered to — continuous curves.
Curve continuity is not only a challenge in high-end industrial design products, but also an almost impossible task on letters consisting only of finite pixels. However, the appearance of former Apple engineer Patch Kessler changed everything. He devised a tool capable of analyzing vector contours and transforming them into a continuous curve at any scale. This tool became a symbol of LoveFrom's vision of an interdisciplinary studio where expertise in different fields interacted to create this unique typeface.
LoveFrom's font is not just a logo, it is the voice of the company, it conveys the LoveFrom philosophy with visible and invisible details, and it is also a tool for LoveFrom communication. The openness of this set of fonts allows it to be integrated into a wide range of different projects of the company, whether industrial design, brand design or environmental projects. It even incorporates the coronation of King Charles III of England and the design of a new book about Jobs, demonstrating its diversity and adaptability.
LoveFrom is a design company that focuses on language and dialogue, and it even has full-time scribes to help teams turn their ideas into words. Why is LoveFrom so obsessed with words? Because in Ive's view, language is the first step in design. He knows that the power of dialogue is very powerful and can define the direction and philosophy of a project. It is through dialogue that LoveFrom helps customers go beyond superficial considerations and come up with more profound proposals, such as Airbnb's white paper, which proposes a philosophy of transcending the where and when, defining its soul as a connection. The power of this dialogue allows the client to revisit the deeper meaning of design, looking beyond the appearance and focusing on how things work.
LoveFrom's typography represents the firm's quest to achieve perfect new forms in its quest for connections that have not been understood in cross-disciplinary design. For Ive, the beauty of this font is that they do it spontaneously and will never end it.
Love, love from designers, love from LoveFrom, expressed in a unique font, became a sound, a tool, a sign of faith. This story tells us that design is not just about appearance, but also about emotions, about conversation,
About the connection. LoveFrom's font design is not just a visual identity, it is the embodiment of the designer's emotions and ideas, and it is an expression of the world. Its openness allows it to adapt to a wide range of projects, from industrial design to environmental projects.
For LoveFrom, this font is more than just a tool, it's a sound, a voice that is emotional and resonant. It is a deep understanding of design, a respect for language and dialogue, an insistence on detail and curved continuity. As Ive says, he's a pragmatic craftsman who pursues things that are fundamentally useful, and this typeface is one of the important tools in their work.
In the world of LoveFrom, design isn't just about looks, it's about how things work, about connecting the emotional bonds between people. This design firm is obsessed with words because they understand that language is so powerful that it can change people's perceptions, shape the direction of a project, and even influence an entire culture. As Brian Chesky once experienced, the power of conversation can transcend where and when, and it can take a project to a whole new level.
LoveFrom's type design is a painstaking project that takes years of time and a lot of investment. But as Ive says, they'll never end it. This is because they believe that the font represents a larger pursuit, represents the future of interdisciplinary design, and represents the possibility of connecting different fields. In the world of LoveFrom, design is a belief, a sound, an expression of emotion. It goes beyond the font itself, it is an expression of gratitude for humanity and humanity, a unique understanding of the world.
Ultimately, the story teaches us that design is more than just a visual expression, it's an emotional expression, a way of dialogue, a bond of connection. LoveFrom's typography is the embodiment of this philosophy, which transcends the font itself and becomes a sound, a tool, a sign of faith. In this typeface, we see the love of designers, see their deep understanding of the world, and see the power of design to change the world, connect people and create a better future. That's exactly what LoveFrom is after, they keep moving forward and never stopping, because they know that design is a never-ending journey, and they are in the wonderful stages of this journey.
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