Gusmanson’s combative rebrand of TILT encapsulates their unique perspective on disinformation
Through renaming and rebranding, The Hague-based creative practice Gusmanson have continued their partnership with TILT, an anti-online-manipulation start-up that was established to help combat disinformation and scams. With TILT’s well-justified motives, the company felt the need to expand into new markets, hoping to reach as many people as possible; a challenge Gusmanson tackled by means of a confident, determined identity that embodied their unique perspective and distinct offering.
This notion is represented through the bespoke variable wordmark, which features adaptable letterforms for each of its four characters. “The letters are fluid, exploring the space around them,” Co-founder Bas Breugelmans tells us, supporting this expressive venture through the practical support of Dinamo’s workhorse sans serif, Monument Grotesk. “This was inspired by the qualities of the client,” Breugelmans continues, “who design innovative ways to combat online manipulation,” whilst highlighting the capacity and drive to continue developing.
TILT’s utilitarian and conceptually-expressive typography is paired with a charming use of colour and illustration, bringing a softer, inviting tone to the brand. “Red is a logical choice for us when we talk about online manipulation and disinformation,” Breugelmans explains, noting the use of red as the primary hue, conveying the notion of urgency and danger. “The overall palette has more natural colours as well,” he contextualises, “pairing with the signal red to make warmer, more playful combinations,” whilst simultaneously channelling a pragmatic mood that mirrors TILT’s approach.
Somewhat counterbalancing the sincerity of TILT’s circumstances, Gusmanson turned to Rotterdam-based Illustrator Yara Ruby to craft the good-natured, pleasing illustrations found throughout the identity. “Her illustrations explain the serious, sometimes abstract subject in a light-hearted way,” Breugelmans recalls, concluding, “it was a pleasure working with her!”