Stylogeny combining Corporate Identity Modernism × Techno-Futurist Graphics

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Style combination · Contrasts

Corporate Identity Modernism × Techno-Futurist Graphics

Use the sincere corporate identity manual as the straight version that techno-futurism parodies.

From the research on Techno-Futurist Graphics

Mix them and make something Corporate Identity Modernism Techno-Futurist Graphics

FutureCorporate Identity × Techno-Futurist Graphics
A sample layout drawn from the recipe: shapes from Techno-Futurist Graphics, their arrangement from Corporate Identity Modernism, the finish from Techno-Futurist Graphics. Not a real work, and not an image of either style.

01

What each style brings

Each part of the design comes from the style with the stronger say in it, and each style gives at least two.

Corporate Identity Modernism Techno-Futurist Graphics

Type from Corporate Identity Modernism
Colour from Corporate Identity Modernism
Form from Techno-Futurist Graphics
Composition from Corporate Identity Modernism
Surface from Techno-Futurist Graphics

02

The type

Open fonts standing in for each style’s own type, which is often hand-drawn or commercial.

Display · Corporate Identity Modernism

Future

Inter Tight, standing in for Helvetica

Text · Techno-Futurist Graphics

Electronic-music and video-game graphics of the late 1980s and 1990s that turned corporate modernism into a sci-fi consumer fantasy. Grids, Helvetica, pictograms, barcodes, warning labels and invented corporate logos were recombined with katakana, manga cuteness and early 3D, producing slick, flat, information-saturated surfaces that both celebrated and satirised technology and branding.

Inter; Techno-Futurist Graphics used Helvetica and Eurostile / Microgramma

03

The colours

The ground and leading colours come from Corporate Identity Modernism, with a counter-accent from Techno-Futurist Graphics. The ink reads on the ground at 4.5:1 or more.

Corporate Identity Modernism Techno-Futurist Graphics

  • #ffffff ground · 36%
  • #111111 ink · 14%
  • #d7261e accent · 18%
  • #00aeef accent · 14%
  • #0a4fa0 accent · 10%
  • #ec008c accent · 8%

As CSS

:root {
  --ground: #ffffff;
  --ink: #111111;
  --accent-1: #d7261e;
  --accent-2: #00aeef;
  --accent-3: #0a4fa0;
  --accent-4: #ec008c;
  --font-display: "Inter Tight", sans-serif;
  --font-text: "Inter", sans-serif;
}

04

The two styles

A blue circle sits above two mirrored red tapered shapes separated by a widening white gap. Large, bold black lettering reading “Apex” appears underneath on a white background. 1955–1990 · North America, Western Europe, Global / networked Corporate Identity Modernism Modernist reduction applied to corporate communication. A company's whole public face (trademark, logotype, stationery, packaging, vehicles and signage) was unified by an abstract symbol, a single typeface and one colour, all policed by a graphic standards manual. Pioneered by Paul Rand, Chermayeff & Geismar, Unimark and Lippincott & Margulies, it made the reductive mark and the grid the visual language of multinational business and government. A dense futuristic transport poster headed “ORBIT LINK” features a large cyan planet with pink and white orbital rings on a black circular field. Bright geometric icons, a spacecraft silhouette, a world map with routes, technical labels and barcodes fill the surrounding white layout. 1986–2002 · Western Europe, East Asia Techno-Futurist Graphics Electronic-music and video-game graphics of the late 1980s and 1990s that turned corporate modernism into a sci-fi consumer fantasy. Grids, Helvetica, pictograms, barcodes, warning labels and invented corporate logos were recombined with katakana, manga cuteness and early 3D, producing slick, flat, information-saturated surfaces that both celebrated and satirised technology and branding.

05

More combinations

With Corporate Identity Modernism

All 28 combinations with Corporate Identity Modernism

With Techno-Futurist Graphics

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