Pinterest evan jony ive lovefrom6/12/2023 In addition to the digital seal, LoveFrom has created a paper seal in collaboration with British paper mill James Cropper. You can see the typography is clearly central to the seal, but I was seduced by the gentle, slightly anarchic dominance of the natural references.’Īs well as the flora and fauna that can be seen in the seal, the team was also inspired by patterns and compositions found in the work of William Morris, Josef Frank, Nick Knight and Christopher Marley, and in the sacred geometry of nature, from shells to the structure of plants, galaxies and meteorological phenomena. ‘We thought we would use this typeface for our friends we couldn’t think of a better way to take advantage of a few years of work around the Terra Carta, and I think it works really quite well. ‘We spent all this time creating a typeface that we would use for our identity: we didn’t want a logo, we wanted something far more modest, more similar to a dialogue,’ says Ive of creating the LoveFrom Serif, inspired by John Baskerville’s letterforms and based on studies of his original punches and matrices. Initially conceived as a black and white graphic, the core of the design is defined by typography: LoveFrom’s own bespoke serif, not commercially available and used exclusively for special projects such as this, surrounded and taken over by nature. The seal design is sincere, modest and beautiful, its intricacies conveying the complexity and weight of the meaning behind it.
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