JAVIER LOPEZ    

Royal Society of Arts
Setting a 272-Year-Old Institution in Motion
Services
Motion 
Credits
Creative Company: Baby Teeth
Founders + partners: @lewis1602, @lynseyatkin, @chrrrristo
Managing director: @instomgrom
Design lead: @daviduzquiza
Motion Design: @_jlstudio_
Producer: @kirstiemjohnstone
RSA House and archive photography: @jakecurtisphoto
Additional press photography: @thomatkinson

I led the motion design for the Royal Society of Arts' new identity, developed by Baby Teeth for the institution's relaunch as the home of creativity for the common good. The identity launched with 'The Case for Human Imagination', a film built around a conversation with Dame Judi Dench FRSA.

The identity is built on adaptation and reconstruction: typography that reconfigures, disruptive patterns, and a heritage stamp drawn around a redrawn RSA House. My role was to define how that system behaves over time, an opening and closing ident plus two bumpers that give the identity a moving grammar.

The ident assembles the RSA monogram from scattered letterforms and resolves it into the full wordmark. The first bumper takes that lockup apart and rebuilds it through a series of arrangements, each one legible at rest. The second animates the stamp, the house compressing and reconstructing itself inside a rotating ring of type. 

Created with the team at Baby Teeth.
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