LoveFrom, the design firm co-founded in 2019 by Apple's former design chief Jony Ive and fellow designer Marc Newson, this week unveiled its official website, LoveFrom.com.
The site reveals for the first time LoveFrom's visual identity, which was designed by Ive and other members of the "creative collective," including English art director Peter Saville, and Chris Wilson and Antonio Cavedoni, both former members of Apple's design team.
In typical Ive fashion, the site is highly minimalist in nature, containing no images, links, or contact details – just a brief text described in an accompanying press release as "a concise and finely crafted definition of the LoveFrom collective and its work."
LoveFrom is a creative collective. We are designers, architects, musicians, filmmakers, writers, engineers, and artists. You may know us from our past work. We are obsessed with traditions of creating and making. Fanatically devoted to excellence. Insatiably curious. We collaborate with leaders and founders. We work on projects for joy. We develop our own ideas. Love & fury.
The wordmark and text are set in a new typeface called LoveFrom Serif, which is inspired by John Baskerville's letterforms and based on studies of his original punches and matrices. "Each character has been lovingly redrawn, refined and meticulously crafted over the past two years," according to the launch press release.
Upon arriving at the site, a text cursor blinks and the LoveFrom name appears to be typed out. The wordmark includes a lively comma, which Saville describes as "initiating a dialogue and shared conversation."
The site launch is the most public move yet by the collective, which has kept a low profile and only been mentioned in creative partnership announcements by clients such as Airbnb and Ferrari.
Ive left Apple to begin LoveFrom in June 2019. At the time, the tech giant said it would remain one of Ive's primary clients, but which Apple products he has helped to design since then, if any, is unknown. Apple said Ive was involved in the design of the colorful 24-inch iMac released in April, but it's not clear if that work occurred after Ive left the company.
It remains unclear how many employees work for LoveFrom, but Ive recruited at least four of his former Apple colleagues to work with him at the firm, including Wan Si, Chris Wilson, Patch Kessler, and Jeff Tiller.
Top Rated Comments
Since Ive left, the apple products became even better
is a creative
collective.*
We are
Penn State.
No, seriously,
we are
designers
architects
musicians
filmmakers
writers
engineers
and
artists.
Just like
most any
other company.
You may
know us
by our
past work,
just like how
it is for most
other companies.
We say we are
obsessed with
the traditions
of creating
and making,
except we usually
turn our backs
on well-refined
traditions of interface
design honed over
decades of
learning by designers
less interested in
advancing their
own agendas but
much more interested
in an intuitive and
efficient user experience
that is more convenient
and more fun to use than
before.
(We’re
obsessed
with
ourselves.)
Fanatically
devoted to
making things
thinner, along
with more Less
inserted into
our designs than
the prior year.**
Insatiably
curious
about whether
our spaghetti
on the wall
unnecessarily-reinvented
reinvention
this year
will stick.
We collaborate
with leaders
and founders,
just like most any
other company.
We work on
projects for joy,
to meet our whims
and not necessarily
those of
the end user.
We develop
our own ideas,
just like most any
other company.
love & fury
Yes we know
you're confused
about
"love & fury"
vs.
"LoveForm"
Err,
"LoveFrom"
Investigate&discover,
to understand.
Or google it.
Or ask on MacRumors.
Hamburger
icon to come.
Or gear icon.
Or ellipsis icon.
Or a wonderfully airy
reinvented icon that
is hidden in plain
sight and blends
in so as to not
distract the user.
PS Sorry for
the annoyance
of waiting and
wondering if
there’s more
to read after
our dramatic
entrance animation
that you’ll get tired
of waiting for
after the first time.
Hopefully you
discovered
this text in our
unnecessarily
highly-vertical
website
sooner than
later.
And for the
annoyance
from our
form-over-function
website.
Just try to copy
the text on your
iPad when
you try to
create a
parody of
this page.
O***
*Scott Forstall is not part of said collective.
**Page scrolling excluded.
***Minimalist smiley emoji.