Resoluut’s calm and collected identity for TimeMoto embraces the clarity of Dieter Rams’ philosophy
Amsterdam-based strategic design agency Resoluut have created the expansive identity for TimeMoto, an international company developing and distributing time management products. Led by the notion of time as its renewed strategic core, Resoluut sought to bring clarity and graphic serenity to TimeMoto, ensuring the brand is as clear and accessible as the products it creates. The result is a clean, warm visual language that celebrates technicality without overwhelming its audience with overly industrial language or aesthetics.
Embracing the brand’s dedication to Dieter Rams’ ‘less, but better’ philosophy, Resoluut opted for Monotype’s Helvetica Now as the hero typeface, utilising not only its comfortable familiarity but also its prolific capacity. Furthermore, in harnessing the innate capability for hierarchy and pragmatic typographic prowess that its weights, styles and sizes provide, the use of Helvetica Now allows for the identity’s supporting elements to thrive, such as the use of natural, warm colours that distil confidence throughout simple, negative-space-centred applications.
Sitting alongside type and colour is Resoluut’s bespoke brand patterns, acting as an extension of TimeMoto’s analogue-clock-inspired logomark. Dynamic and variable, the subsequent geometric patterns, and their animation, truly embolden the sense of serenity and clarity at the identity’s core, all while technically representing the brand’s temporal strategy. The patterns, as applied across TimeMoto’s digital and printed spaces, are taken one step further through the introduction of 3D, which helps to further convey an overarching sense of calm throughout the identity.