New York based studio DIA have designed a new identity system for website building tool, Squarespace. The new visual language is built around kinetic typographic treatments inspired by the aesthetic and attitude of New York City – the home and birthplace of Squarespace.
DIA collaborated with type designer François Rappo and Optimo Type Foundry to create a custom typeface, Clarkson, that’s intentionally idiosyncratic and balances the clarity and sophistication of a neo-grotesque sans serif with the edge formed by thoughtfully cutting the letterforms.
The image-making process is handled by a generative system that introduces happy accidents and unexpected occurrences into the compositions. This ensures that the visuals will remain fresh and have the potential to grow beyond the initial guidelines into a robust visual language.