Daily Dialogue’s coded identity for J E CAI mirrors the designer’s exploration of order and chaos
Munich-based creative consultancy Daily Dialogue have crafted an intricate, systematic visual identity for J E CAI, reflecting the London-based fashion designer’s equally systematic and unconventional approach. Channelling the brand’s non-conformist and individualistic take on creativity, Daily Dialogue found inspiration in Charles and Ray Eames’ classic 1977 short documentary ‘Powers of Ten,’ defining a graphic system of sequential parts.
These detailed sections increase ten-fold as the layers add up: beginning at (1), the system itself, before going up to (10) as the ‘base layer,’ (100) as the ‘component’ and (1000) as the ‘extra component.’ Once combined, these typographic codes create the base system for J E CAI’s products, and aesthetically lead the brand’s fastidious output.
Discussing the identity’s cinematic influence, Daily Dialogue’s Maximilian Schachtner tells us, “J E CAI came up with the reference point,” adding, “for him, it’s the idea to create a system that builds upon itself.” In doing so, this process routinely creates new and refreshing outputs, exploring the powerful relationship between order, chaos and the conflict between the two through this approach. These notions are methodically explored through the creation of custom typefaces for the brand – manifesting in bespoke lettering for J E CAI’s wordmark as well as a bespoke family for the body text.
“The body text was developed to have a unique monospaced font that works well within the technical environment,” Schachtner explains, mirroring the coded concept of the product systems whilst also generating atypical and idiosyncratic typographic compositions. Resulting in a powerful and robust graphic tension between the small-scale contrasts of negative space and letterforms.
Keeping the identity’s sense of ordered structure in check, the colour palette is led by a soft grey alongside the monochromatic application of type. “This was also something J E CAI had as a wish,” Schachtner adds, “but it also makes sense in this world of uniformity,” he concludes, “it can be seen as a neutral ground from which the individual elements can develop.”