In their own words
We weren’t overly concerned with adhering to traditional rules; instead, we focused on creating a brand experience that embodied smlXL as a dynamic entity.
The fonts should speak for themselves.
Articles & interviews
- Branding Rebels: Frontify Explores New Fundamentals
The Brand Identity’s feature, written by Ritupriya Basu in collaboration with Frontify, explores how contemporary studios like DIA, Madalena Studio, and Block are redefining branding fundamentals through dynamic and flexible identity systems. The article examines projects such as DIA’s generative identity for smlXL, Madalena’s biologically grown logos for Crucible, and Block’s adaptable color system for PICA. It argues that flexibility in branding should be rooted in strategy and authenticity rather than trend-following.
- “The fonts should speak for themselves.” Monkey Type on launching as ‘an antidote to the type scene’
The article interviews DIA Studio’s founders, Mitch Paone and Meg Donohoe, about launching their independent type foundry, Monkey Type. They discuss the foundry’s playful identity, its separation from DIA, and the design of its new website developed with Lamm & Kirch and Maximillian Kiepe. The conversation explores their philosophy of approachable type design, motion integration, and the creative process behind their typefaces.
- Mitch Paone on DIA's kinetic identity systems and relocation to Switzerland
The Brand Identity interviews DIA co-founder Mitch Paone about the studio’s kinetic approach to branding, their new website designed by Bänziger Hug, and their relocation to Switzerland. Paone discusses DIA’s motion-based design philosophy, recent projects for clients like Squarespace and Adidas, and his new teaching roles at ECAL and HEAD – Genève.