The DIA design studio on the typography revolution

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Meg Donohoe and Mitch Paone, co-founders of influential design firm DIA, discuss why process should come before aesthetics and how using motion design in their work seemed radical at first

Created in 2008, DIA is a design agency with “an incessant quest for quality”, where approach, reflection and strategy come before any choice or aesthetic embellishment. DIA specializes in “kinetic identities and typographic systems” and while the integration of motion design into the brand might be fairly typical now, when the studio started no one else was really handling type and type communications. mark this way.

This saw the studio become a pioneer in developing ways to use motion design that went beyond gimmicks and glitz, instead using it to transform typefaces, bring identities to life and truly embody A brand.

“The majority of brand communications are now digital. A company’s Instagram feed is as important as an OOH media buy, so it was important for us to rethink our creative process when it came to creating a brand identity. brand,” says co-founder Mitch Paone. “Technical advancements in brand communications require us to learn or create new techniques. Converting our traditional understanding of typography into these new worlds made a lot of sense.

As text and typography are the most important components of a visual identity, this was the first area that Paone and her co-founder Meg Donohoe explored and experimented with in this new context. “What’s become so exciting about all of this is that we’re essentially writing a new chapter in design history,” says Paone. “We were trained in fixed formats and grids, but now we work in completely immersive spaces, like AR and VR, which have no limits. How typography works and behaves in these environments is a brave new world.

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