Four-wheeled writing: the Toyota iQ font
By Justin Couture
By chance, you might’ve spotted BMW’s advertisements for its new Z4 Roadster which involves artist Robin Rhode, the two-seat drop top, some paint and a very large blank canvas on which the car was driven. The brightly-coloured results were worked well with the brand’s tagline for the car, “An expression of joy.”
Noting that the creativity of art and marketing go hand in hand, Toyota of Europe set out on a project of its own, using a car as the source for inspiration. Its European division commissioned the graphic design firm PleaseLetMeDesign to develop a font that celebrates the iQ’s rather nimble and agile nature.
How’d they do it? Typographers Pierre Smeets and Damien Aresta took a standard Toyota iQ, and fitted it with four different coloured patches at each corner of the car. The car was then driven on the floor of an open hanger by FIA GT3 race car driver Stef van Campenhoudt in the shape of the various numbers and letters, which was tracked by a camera mounted overhead and recorded on a computer using special software developed by interactive artist Zach Lieberman. The result is a whimsical-looking font that not only reflects the car’s agility, but its cute appearance. The font can be downloaded here.
To download the font, and watch how they made it, click here.
Up until now, Toyota’s four-seat, Smart car-rival has been available in a handful of markets including Europe and Japan, but it’s reportedly on its way to North America and will be sold under the Scion brand.
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