Cumulus Park is a new district in Amsterdam’s southeast. The aim of this district is to drive collaborative innovation through the connection of several buildings in a kind of huge open-space. It’s a place that offers space to start-ups, scale-ups, corporates small and large, innovators and students to collaborate and innovate, mostly on the themes of urbanisation and digital identity.
Studio Dumbar was in charge of the visual identity and of the strategic positioning. Relying on the idea of Darwin’s “diversity breed”, in order to render the spirit of innovation thriving the district, Studio Dumbar designed a motion typeface – based on Fellix – where all its tiny components constantly redistribute to create new letters. This adaptation of letters to create new orders was made possible through a program specifically created for the project.
Besides this strong identity positioning, Studio Dumbar chose Media Sans from Production Type for casual text uses. Associated to their modular typeface, Media Sans gives an anchor to the gaze, and displays also a technical aspect reliable to digital innovation, through its square shapes and the short ascenders and descenders.