Tao Lin — OUTCiRCS
OUTCiRCS is a fashion brand based in Shanghai. The key visual identity element of the brand is a customized typeface. The typeface of OUTCiRCS is inspired by the typeface “Akzidenz-Grotesk” born in Berlin in 1898. “Grotesk” in German means grotesque. As the world’s earliest sans-serif typeface, the letters have removed the decorative strokes, which gives a concise and inclusive feeling. Today in 2022, the design team “destroyed” and reorganized this font, which once symbolized the meaning of rebellion, and once again gave it the meaning of breaking all rules and regulations. It is also the state we look forward to seeing OUTCiRCS present and deliver, which is authentic, dynamic, rebellious, tolerant, freedom-loving, and unusual.