The Brand Identity

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Parentheses hold together Moby Digg’s fluid identity for the Center for Philosophical Technologies

Munich-based studio Moby Digg designed the identity for the Center for Philosophical Technologies (CPT). As a strategic initiative of Arizona State University, the CPT brings together philosophers, designers, artists and scientists to interrogate, critique and reconceive the way we think about technological development in the 21st century.

The identity system builds on the centre’s dynamic, broad approach to research by fluidly moving the CPT acronym around the available canvas, framed by parentheses. The addition of the parentheses stems from their ability to add additional clarification, in-line with the CPT’s work, which is all about adding detail and context to the way the world is moving forward.

Typeface: Lausanne by Nizar Kazan

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