Hato’s responsive identity design for Pick Me Up 2016

For Pick Me Up’s 2016 iteration, Hato has designed a digital tool for the public to create letterforms that will then be used in the festival identity. Inspired by this year’s Utopia theme at Somerset House, the tool is a literal response to Thomas Moore’s ideal society, one that responds as and for a community.

Each letterform can be pushed, pulled and twisted, made light or dense and has the potential to be applied in publications and signage across the festival, as well as being downloadable and shareable direct from the digital tool. When you land on the page, and as you move each element, the action is accompanied by music and sounds by Nico Jullien. The typeface, which although malleable has a consistency to it that allows it to be applied as a family, was designed by Hato and combines “chic stripes, marshmallow-like curves, slick symmetry and abstract wobbles”.

Users are invited to help design the identity through the site here.