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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/AVvXsEjwNX0Zbf31CH5ynO_YE3Kpa6LGjv0-2olS9qYA1Q1bOa0-VNqc9efwqtiICHb-b_owVXGxV2u10cg84-Wu6fy9-YtT4b9sLYNzYUGfdvqkAGCT-xLLjhqvaoop3-TMLeJDCoeHPdHQnRi7/s640/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/AVvXsEjhpH-z175UNlLg6mBQq2nftalomrOtTV8Gzwhx4S4J1-vOt8MOzO6yNerR7uau5XlG2Qkkc98NKkfNy1Icv9oDf48BUEPV6XddMmw-1H4LF0A_uBvDQ6YJOeGRNiY66L68Q3fOpK2Todnu/s640/3704627248_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/AVvXsEhWpt1DnFHn3i-PDLLzosPlZz2m3_b_rhEyxk5IsRljGZ_iLvgI_lI1LM-BLlZ5l_4LKiYc_iiC48VB4b-jrIgLwy1v00PN1l7czDdHkwaUillng3yVnA2nvW9s1vvhXTHoLpdIIRqpOb73/s640/3704625478_b323aeabda_b.jpg)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhiigi2dXr6iX1nWGcKVIAKl70nXZclzrXc6xGmhoJH6fKsdJyJL4jmCaxBucUyWkixXgXe8d8hTQkauHylB6cKf0FbizfwI605DkAZqDMmc3Fj7sJp6AUdMkyGS7YSjvJL3xhqM_Vwj9Nt/s640/3703815887_eb15cfae50_b.jpg)
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![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEige2Yx3qQz9P4OUV1xpIB7MEkgMGA-b4RKprc-Dm0KKhkJL4LVIGNoqrzG1nJMrbBGW9xPNSnq3y87FpofqW_LF0X_tX_K4g-_J75Nlg-_hpsg1-CcqdkRKM405wC8dtVIIBIPfaO1tKGJ/s640/3703822099_88c2c99b61_b.jpg)
The result:
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgfw9fctlJOxt6VuozUQtMyaorW5qAjInSYNkn6BpPyS_GwZK1dZ4ibEGSqorwwZDmOyDJzkMqTDz_hzoK9z1tT_5VQTfQnyMQS3qccmON3KHNaZRUcjoLqBXhr6VIoOBStn_C1JjvxBkjN/s1600/Picture+24.png)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZLj9usKZN4Ee1HZfu5bZR5dtsTinHpK4ZscTsgFzMbiwIFW-cZkm5MairRUVJB7AKAfaI4JQ_Mo0GHyFVZ-C4Dpdk5jn2SXWGdY6Krzeo5REs5UT5Fd0MahhYTACEW0LKkdGm1EiAM9Y/s640/Picture+1.png)
Download the font here
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBwH21ZrhSnZ3m1b0eOCl0E-MVEWIBAhaHKymO0nAtHT-oW4QC-XBRZasSsBK547bIt88bORM5hgM0vqbHuMspwTVUo3C3G7htWUwDykHWssr9GUtpKOo8_RuSS0kcbSDKxoOMB-jJtRJ1/s640/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.