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UPDATE 6.25.2010: The Toyota iQ Font takes home the prestigious Cannes Lion Grand Prix in Design with this clever concept and execution!
Belgian ad agency, Happiness Brussels, wanted to come up with a unique promotion for the new compact Toyota for Europe, the iQ.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAOKoyuJeDzzAs0IfD99H5EvxuHvilArwA4rebdw3lGMHJg4CpLH4TUSr3VBv68FlAffxOKRcWRaADJMXXyGuRzPgc7vZ_yAFKS9toesqK03GM_c9ZMXSJzQQ1zm7qoxZmq3bqHEERbvIk/s400/Picture+31.png)
above: the Toyota iQ
They came up with the clever idea to have a car-created font.
The agency hired two typographers, Pierre & Damien from Please Let Me Design and a pro race pilot (Stef van Campenhoudt) to pull this undertaking off. The car movements were tracked using a custom software, designed by interactive artist Zachary Lieberman. ( openframeworks.cc )
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgP65apsnceDn_azrmnW9zvWZ5oG8oMBFlFfE4r4vDR-nlB7ivaKy_ydG0VACPyXt8qFVwh3NWSbKSnKMd09VtPc4YzGpuioWb6-PzTJG2Hi_TFyit84yR8t6T_8rrZu1l0gaNYJo5-165h/s400/3704627248_0c47bf724e.jpg)
above: Stef, Damien and Pierre
They created a program to track the motion of the car's skid; the designers told the driver exactly what sort of skids they would need to create strokes from which they could build an entire font.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-0sHiZkWmP9rFjHJaIPnxDuxUrVVpLKYwSB8wQ69IzqCpOBXnQZtqtvMezQPKt9T-2c3vA7UEnort8UwzPBY8YmFtpnTSfa_wR63DTp8L-qmx8JxVd1PY7YE4RjzxRi4drKUbA0sPo-pN/s400/3704625478_b323aeabda_b.jpg)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEioyy4HmGbftFR4DV2NjUCVQc3I5f0Wn9HSaxca350KheHfxpEUtIilQsk12RRxIKodvTN3STTrlCA8sLCl5Jp8F363UFTlld9DEaTeuj7bD9TMI8koBVV3i4_q_K8dA73Q95h1I8a1ovIs/s400/3703815887_eb15cfae50_b.jpg)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh00KJCKVCpxmJCx2XhJ8IPHgKbaBWMTv2EZjtazzK4GiNDoc8yfNEFawnXEGqnhZregM7Vk3NbcgF9wYw5UUJsmV4U44GAFUYlh8S_6Y0z-zvEv5x6MPeRNETev5FL5kStxDeICQs2plgu/s400/3703821375_b4df2c6c75_b.jpg)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLa0n-g947FZFzDvv9r0XVGGS_lCXvRE1ZllsRKx6VDRZb3hLkaQlot4T7GeLdN3mZEMvyVClP4Wxp7CYmBInl-UBu0-Se8S0mITu7n6KJW1wTs_v5jme2HEGYBJ0bz6KjFTEvmcZMyc0L/s400/3703822099_88c2c99b61_b.jpg)
The result:
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWekFVuTOJ2K8W3rz4aD4TtHXUgQD3kuWdCheyk2JsBxHu3FxK2NhWpSp7edPyjcdYNr30_HPh1h4Z_yLpAT6_-fwdlnWL2q30uvL_JlFndCtlU4PS-RJGOrsubHFiaOhmr9aXrSvWmMKr/s400/Picture+24.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVUq-kt-8WHbR0K68g3Ra6E5VcZAmky2WrusRjBdtlmPcUn59JLqY3Ja4Zkzxej9NXHFj-BnaHK2-_OnhKWwCwGpBh0X6p6FcfqoN3VF7NNq3P6RdYJCLFQHVTnu0OACB_0-huvqC4ptI/s400/Picture+1.png)
Download the font here
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1nBHDJEMzk8E8bM9eg2HmXISj-KWcfL0VOnqSJosDd3-ni2DVkMv3lfOlC2Zo1730Dhe6bGiA_685SHkFcD2A_0sBthThnGwuPhZTO7JFJZhNio_Kci0AM0eGnntGFVQmqMldEv7nEPPq/s400/Picture+22.png)
See more shots from The Making Of The Toyota IQ Font set on flickr here.
Special thanks to Pleaseletmedesign and Happiness Brussels for the images and video.