Fluid Identity

TypeCon, the annual convention of the American Society of Typographic Aficionados, is one of the largest and most significant events in the international design calendar. For its 2016 conference in Seattle, MuirMcNeil was invited to design the visual identity.

In response to the title of the event, Resound, our solution was to produce a modular visual system that would have both impact and coherence across a wide range of applications. Working with a deliberately restricted palette of typographic forms and colours, we developed an extensive series of visual hierarchies that varied as the result of differences in textual content. In individual applications, separate levels of information were emphasized or diminished as required within predefined constraints.

The visual system was generated from a set of parametric typefaces and corresponding background panels developed specifically for the project. The MuirMcNeil TwoPoint and TwoPlus type systems consist of 76 base fonts that can be manipulated in layers to provide over 5,500 possible typographic configurations that are unpredictable and remarkably variegated in their appearance.

The result of their implementation for TypeCon 2016 was a flexible but instantly recognisable identity whose bright colours, clean geometries and ambiguous relationships of form and counterform playfully engaged with notions of legibility and taste while also reflecting on the modular foundations of traditional and contemporary typographic form-giving.



The TypeCon 2016 identity uses a flexible visual system across all applications. Instead of using a fixed logo, the typographic system responds to content, context and media.
four-three
Visual emphasis is controlled through relationships of foreground and background elements across the identity to generate a rich and varied palette of weight, tone and texture.
four-three
All visual components are constructed with glyphs from MuirMcNeil’s monospaced TwoPoint and TwoPlus typefaces. A common grid determines the shapes of all letter contours, background panels and spaces in the TwoPoint and TwoPlus typefaces, with every form and counterform aligning precisely.
four-three
four-three
four-three
four-three
four-three