CONTROL
Brand Design
In the distant future of 2043, the world has seen a seismic shift towards reactionary methods of global climate control. Greenwashing is still the norm and companies have all but given up entirely on putting any effort into shifts towards sustainable manufacturing. In the wake of this movement, the multinational corporation known un-ironically as “Control” has thrived in a consumerist market feeding off fear and desires to reclaim a fantastical simulacrum of years long past. Established first as a grooming product to fight dandruff, Control expanded to encompass product categories that now include agriculture, industrial manufacturing, lighting, and audio equipment.
In an effort to synchronize or “Control” all of their various product categories, they have begun a brand-wide design language overhaul that reacts less to what would work for them as a global brand, and instead embraces what has become trendy in the eyes of the public. Technology has failed to save their world and society has turned inwards to embrace superficial aesthetics of bygone eras.
CTRL is their font.
The Control font is built from a grid ratio of 15x11. The monospace font strictly adheres to this structure while the variable font optically compensates and balances character widths. The wide structure of the font creates interesting opportunities for graphical layouts utilizing the various structural elements. The intention of the font is for display use only.
The family also includes design variation for a “slice” weight and a “notch” weight. These variations either link the font characters or completely slices through them. In practice, a mixed weight provides the most balanced options alternating between the two design styles.
Give that playlist a spin and immerse yourself in the world of Control. This is a branding exercise inspired by a font and an era. We all remember the Y2K techno trends in the late 90's, early 2000's. Experimental type, rich colors, weird tactile design, and clear plastic EVERYTHING drove our vision of what technology could do. This is an interpretation of those ideas modernized with our updated sensibilities.
