Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology. The brief was to communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 years old urban people. To demonstrate its incredible agility, the new Toyota iQ is the first car in the world ever to create an entire font from A to Z.
To create the iQ font, we worked together with typographers Pierre & Damien and interactive artist Zachary Lieberman. A top-down camera was set up to record the car outfitted with color coded markings. Pro race pilot Stef van Campenhoudt was instructed to make the car draw all the letters needed for the font. By extracting the colors from this footage, the path could be extracted which was then turned into a font.
A microsite was developed with information about the process and a link to download the font we created with help of the iQ.