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The creation of a new font – using a Toyota IQ

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July 22, 2009

Image Gallery (18 images)

Be of no doubt that the Toyota IQ is a landmark automobile. It may look like another city car, but it's the first genuine luxury super compact and the recently announced relationship with Aston Martin to create bespoke interiors for the vehicle is just the start of a massive push by the world's biggest automobile manufacturer to recalibrate public consciousness on the magnitude of luxury motoring. The creation of the IQ Agility font is another step in that process, and a devilishly clever one at that. Watch the video of how it was done and admire the work, not to mention be astonished that the IQ writes better than most humans.

The IQ Agility font was commissioned by Toyota's European marketing brains trust, and entrusted to Belgian typographers Pierre Smeets and Damien Aresta of PleaseLetMeDesign who collaborated with professional driver Stef van Campenhoudt to design a cursive font using the tyre tracks of the IQ as the "pen nib".

The car movements were tracked using a custom software, designed by interactive artist Zachary Lieberman.

Toyota has been prolific in ensuring there are numerous outlets for the promotion and the font, so as well as the video below you can check out the font being made at pleaseletmedesign, Toyota Belgium and at the official IQFONT.com site.

Is this the first car with its own font? I'm sure there have been marques with their own font, but not too many individual models.

Finally, if this is an example of what Toyota can do when it puts its mind to marketing, one wonders what else they have in store to promote the vehicle.

iQ font - When driving becomes writing / Full making of from wireless on Vimeo.

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About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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