ilovedust Builds Communication with LA Magazine
Language is a construct – we know how that sounds. Bear with us for a minute. Thoughts are like little building blocks that we stack on top of one another, and with each little thought we create real communication. Through this process of linguistic carpentry we’re able to take ideas in our heads and essentially beam them to others’ using a process that is half mystical and half construction. Ilovedust butted up against this exact idea in a recent issue of LA Mag for a story that featured Ava Duvernay, with photography by B&A photographer Joe Pugliese. The collective created original typography to match the story, and use the opportunity to explore. “We created a wide selection of options, and after a few rounds of modifications we landed on this modular 3D type treatment,” explains Elliott Grubb, the lead CG Designer at ilovedust. “The modular system enables us to create a selection of ‘objects’ in 3D, almost like pieces of sculpture, that when arranged together can then create a very unique type face.”
The depth of the typography is evident through color choice and shadow, blending together to take lettering that’s presented in two dimensions and pulling it into the third. “This was definitely inspired by woodblock lettering for sure,” says Elliot. “As you see a lot of that style around we wanted to explore how it could be pushed further, so rather than each letter being one block we created almost a jigsaw of pieces that could be combined together over and over to create a modern interpretation of the wood block athletic.” In many ways, letters are like pieces of a jigsaw puzzle that we combine and reconstruct into words and sentences. ilovedust took this concept to its very limit, referencing the building and variable nature of language inside to typography.
“LA Mag was great to work with, they gave us a lot of free reign to make this commission look the best it can,” says Elliot. In fact, ilovedust worked with LA Mag in a collaborative process all the way from the very beginning to end. They worked together to pick the shapes, the colors, the styles. It was truly a group effort, and one that paid off. “It was very much a collaborative effort,” Elliot says. “And we look forward to working with them again very soon!”