What the letters tell you | Tolleson
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What The Letters Tell You
11—01
2024
On Lucid Typography
With Steve & Jamie
Typography is more than the shape of the words on a page. It’s a powerful tool that shapes how we perceive information. When we tinker with type, we’re not just thinking about style. We’re exploring the expression of written ideas, in all the ways the words can show up—testing form through function to create the intuitive yet unexpected.
In crafting Lucid’s typography, our goal was to mirror the precision of their vehicles and reinforce the feeling of their overall promise. More on that—and our general approach to typography—with Steve Tolleson and Jamie Calderon, below.
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What role does typography play in a brand?
ST: Creating the right visual system starts where you might expect—with careful font choices, structured layouts, and thoughtful color schemes to create a solid foundation. But it’s the subtle touches—like the nuanced letter forms and emotive graphics—that really capture the audience’s attention, and create something that resonates both intellectually and emotionally.
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“Typography is the quiet powerhouse behind every brand’s story. It drives design forward, crafting unforgettable brand identities that speak volumes without saying a word.”
Steve Tolleson
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An exploration of blending the meticulous precision of Swiss design with the graceful yet structured fluidity of movement.
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How did you approach this with Lucid?
JC: In order to explore the possibilities, it was key for us to understand Lucid’s marketing channels and where typography could have an impact. We looked at scale and composition on their website, all forms of advertising, and materials across various mediums—analyzing, experimenting, and ultimately discovering new dimensions that led us to a custom typeface. These considerations were all critical to our design choices when crafting typography, as well as the rest of Lucid’s brand identity.
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“When typography is masterfully crafted, every design element finds its rhythm, and the compositions define themselves with clarity and elegance.”
Jamie Calderon
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What was the outcome of this exercise?
JC: With Lucid, we used typography to make very technical information more enjoyable and engaging for their audience. This involved playing with scale and layout to visually prioritize different data points and showcase their performance data in way that was less dense and more active. Bringing their areas of innovation to life with just a touch of sophistication.
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