Belgian Ad Agency Designs Typeface Using a Moving 55 MPG Toyota iQ Microcar

Font Designed by a Moving Car

A team composed of two typographers, a pro driver, and an interactive artist/programmer has been hired by Toyota and Happiness Brussels (a Belgian ad agency) to pull off a pretty original PR stunt to market the Toyota iQ microcar (see more photos of the 55 MPG iQ here). The goal was to design a typeface by tracking the moving car using special software, and the whole undertaking has been documented with photos and video. You can download the font for free below.

A camera mounted on a crane (seen in the background of the photo) was used to track 4 color dots on the 4 corners of the car. The movement was then turned into fonts using custom software.

You can download the font here.

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

Via If It's Hip, It's Here

More Toyota iQ
A Closer Look at the 57 MPG Toyota iQ (Slideshow)
Will Scion Sell the Toyota iQ Urban Micro-Car in the US?
Toyota iQ Hypermiling Challenge: 18 Cities on a Tank of Fuel, 59.42 MPG

Tags: Transportation