Practice Theory designs brand identities, campaigns, publications, websites and environmental spaces for clients who value the communicative and discursive power of design.
Background
Developed between 2008 and 2013 by the Swiss design studio Maximage. Programme is an innovative typeface that is based both on calligraphy and computer programming. The typeface was developed with the help of scripting technology.
Our design process is informed by research, contextual understanding and an acute awareness of cultural signifiers. We see good design as the perfect negotiation between concept, content and form—this allows us to produce work that is engaging, relevant, and of high production value.
Practice Theory is a design studio based in Singapore, and are certified by Enterprise Singapore as Professional Management Consultants. The studio’s scope of work extends further through a rich network of collaborators that includes photographers, directors, architects, front- and back-end developers, and writers. We engage in these collaborative efforts to create meaningful content and brand assets for our clients.
The project started from the rather raw idea that a font’s DNA is entirely contained in the calligraphic letters “o” and “n.” From these two glyphs, it was thought that a computer program could build the full Latin alphabet, since a typeface is actually made out of a limited set of shapes that are repeated in all of its characters. The typeface was eventually optimized for both text and display uses. In some cases, the imperfections of the program have not been retouched to preserve the type’s original essence. This is why Programme exists in a rougher style as well as in a more refined one.
The first version of Programme was featured in JRP Ringier’ 2009 book Typeface as Program. The book provides an overview of a series of projects related to programming and type design, which took place at the École cantonale d’art de Lausanne (ECAL).
Skillset
Developed between 2008 and 2013 by the Swiss design studio Maximage. Programme is an innovative typeface that is based both on calligraphy and computer programming. The typeface was developed with the help of scripting technology.
Strategy
- Art direction
- Concept development
- Creative strategy
- Digital design
- Frontend development
- CMS development
- E-commerce development
- Visual identity
Design
- Brand design
- Development
- Digital product design
- Photography
- Presentations
Design
- Brand design
- Development
- Digital product design
- Photography
- Presentations
Selected Clients
Developed between 2008 and 2013 by the Swiss design studio Maximage. Programme is an innovative typeface that is based both on calligraphy and computer programming. The typeface was developed with the help of scripting technology.
- SCIAF
- Ford
- Harley Davidson
- Mitsubishi Cars
- MG
- Mini
- Addaction
- Poppyscotland
- Relationships Scotland
- Harley Davidson
- Mitsubishi Cars
- MG
- Addaction
- Poppyscotland
- Relationships Scotland
- Harley Davidson
- Mitsubishi Cars
- MG
- Mini
- SCIAF
- Ford
- Harley Davidson
- Mitsubishi Cars
- MG
- Mini