STP is a visual identity project based on generative design for a fictional
technocratic party.
Political parties often shape their identity around the figure of their leaders.
Political parties often shape their identity around the figure of their leaders.
Consequently, a party’s identity is put on the back burner, prone to unexpected swings
thus diminishing its strength and coherence.
The idea was instead to combine the graphic message to a vocal one, providing a new
tool for the political communication, far from the mere representation of the leader.
The initial concept led to design a kind of typography that could modify itself depending on the voice of the speaker and that could offer a characterized and recognizable message.
The initial concept led to design a kind of typography that could modify itself depending on the voice of the speaker and that could offer a characterized and recognizable message.
The visual identity of STP is based on sound-reactive typography, modeled according to the vocal sound system: each letter has two dynamic variables, width, and stroke, which change according to the voice’s parameters, respectively frequency and intensity.
The typography was designed so that it could be easily interpolated without losing its peculiarity.
Through the use of the VVVV software, the typeface can be modified based on the pitch
The typography was designed so that it could be easily interpolated without losing its peculiarity.
Through the use of the VVVV software, the typeface can be modified based on the pitch
and energy with which the speech is pronounced.
The party’s color is a saturated cyan because it doesn’t have any deep-rooted political connotation and it also reminds wisdom and calm.
The graphics elements of STP identity are essentially two: a line and a square. The line is present in the logo and all keywords. The square is used as background in communication, both on printed material (stationary, flyer and posters) and on digital media (app and website).
The language is concise and present short sentences to appear clear and direct, and is always based on the three party's keywords: efficiency, competence and trust.
The logo and the typography are the major elements of the STP identity, thanks to their recognizability and consistency; the logo is generated by a specifically-made logo generator software The user pronounces the letters S, T and P, and the result is a logotype each time similar but it is different from person to person: this highlights also the users’ interaction and participation to this ‘social’ party.
