Recording Academy logo

The Recording Academy, the profession society of music professionals known for its Grammy Awards worked with the branding agency Siegel+Gale on their new identity. They chose Typotheque’s Francis Gradient font, a capital-only sans-serif typeface with a high contrast of thick and thin strokes, that is able to dynamically increase or decrease character widths, programmed with OpenType smart glyph substitutions.

Siegel+Gale used the gradient feature to its full extent, animating the logo, where it responds to the sound and rhythm of music it is paired with.