You just witnessed the future occupation of “motor typography.” Okay, not really, but these typographers do design a font with a car. And here is the result:
You can download the font for yourself. It is a case study in collaboration. This font wasn’t created by a typographer meticulously kerning characters alone in a dark studio.
A professional race car driver drove a car in the shape of each letter. A film crew filmed the car from above. A computer programmer developed a custom application that tracked special colored dots attached to the top of the car and converted the motion of the vehicle into a font.
This font was designed as a promotion for Toyota. Does its commercial purpose change its status as art? Let us know what you think in the comments.