Creative Capital identity

NYC-based studio CHIPS used Proto Grotesk from Production Type for the identity of Creative Capital, an organization that supports North-American artists in many different ways, like funding, counsel, gathering, and career development services.

In order to render the diversity of Creative Capital’s artistic community, the designers chose to create a constantly changing logotype. The changes occur on the capital letters C: the letters are fragmented into a line of dots and shapes, with unity suddenly turning into multiplicity. The logotype therefore shows diversity but also the activity of the organization, which never ceases to change depending of the supports.

A consequent part of Creative Capital’s identity relies on its website, where the clarity of Proto Grotesk is at good use, on all text levels. The simple yet direct webdesign is functional and impactful in spite of the few elements it involves: one type, one color, aiming towards a legible and institutional website. The economy of these two elements show the strong character of Proto Grotesk, a steady yet quirky typeface, ideal for evoking originality.