DEMO—Design in Motion Festival

The DEMO Festival is a twenty-four-hour showcase of innovative motion design on eighty screens throughout the Amsterdam Central train station. The identity had to attract the most talented designers, so it was important to reflect the innovative potential of motion design. The identity is built around a variable typeface, the shape of which changes according to a self-developed script. Any word entered into the script has its own animated character. On the website, the word “DEMO” is distorted at will by anyone who visits the website by moving the cursor. Despite this distortion, “DEMO” remains legible at all time.