High speed typography

I came across this typography whilst browsing the creative review website and found it quite refreshing and extremely inventive.  Ad agency ‘Happiness Brussels’ have come up with a unique idea to promote the new Toyota iQ.  With a little help from some friends – namely professional photographers/designers Pierre and Damien from ‘Please let me design’, and interactive expert Zachary Lieberman – cue the creation of the iQ font. 

As car advertisements have progressively moved forward in sophistication and creativity over the recent years (from Ford Focus’ ‘beautifully arranged’ orchestra of car parts to Skoda’s ‘full of lovely stuff’ model cake of the Fabia) it seems only fitting that the creative boundaries are further pushed.  And Toyota has risen to the challenge by concocting some fresh and unique typography formulated by the new compact iQ. 

As pro racing driver Stef Van Campenhoudt was strapped into place and let loose behind the wheel of the miniature iQ, a clever tracking programme monitored by Lieberman recorded the motion of the car’s skids, translating them into ABC’s and 123’s.  Despite it’s obvious purpose as an eye catcher and talking point, the making of the font does illustrate the impressive steering on the iQ.  For a more detailed insight into the making of the iQ font, take a look at the video from Vimeo posted below, “When driving becomes writing”: 

iQ font - When driving becomes writing / Full making of from wireless on Vimeo.