LoveFrom, a design company co-founded by Apple's former design chief Jony Ive, and Marc Newson in 2019, has revealed its official website at LoveFrom.com.
This site is the first to reveal LoveFrom's visual identity. It was created by Ive, Chris Wilson, Antonio Cavedoni, and other members the "creative collective," which includes Peter Saville, an English art director, and Chris Wilson, who were both once members of Apple's design department.
The site, which is typical Ive, has no images, links or contact details. It only contains a short text that, according to a press release, "a concise, well-crafted description of the LoveFrom collective's work and its work."
LoveFrom is a creative group. We are musicians, designers, engineers, filmmakers, writers and artists. Our past work may have helped you to recognize us. We are passionate about the traditions of making and creating. Passionately dedicated to excellence. Insatiable curiosity. We work with founders and leaders. We do projects out of joy. We come up with our own ideas. Love and fury.
LoveFrom Serif is a new typeface that sets the word mark and text in a typeface inspired by John Baskerville's letterforms. It was based on his original punches, matrices, and is called LoveFrom Serif. According to the launch press release, each character has been meticulously crafted and lovingly redrawn over the past two year.
The site's visitor interface displays a blinking text cursor and the LoveFrom name appears typed. Saville describes the wordmark as "initiating dialogue and sharing conversation".
This site launch was the most visible move by the collective. Clients such as Ferrari and Airbnb have kept the group low-profile and only mentioned it in creative partnership announcements.
Ive quit Apple to start LoveFrom in June 2019. The tech giant stated that it would continue to be Ive's primary client, but it is not clear which Apple products he helped design since then. Apple claimed that Ive was part of the design of the 24-inch iMac, which was released in April. However, it is not clear if this work took place after Ive left Apple.
Although it is not clear how many people work at LoveFrom, I have recruited at least four former Apple employees to join him at the firm. These include Wan Si and Chris Wilson, Patch Kessler and Jeff Tiller.
