agof is an independent design practice based in London. The office focuses on flexible and dynamic identity systems, building graphic and motion languages to shape visual narratives.
agof new world 2022 cover

New World 2021

Visual identity designed for New World, a series of hands-on virtual sessions and creative guides hosted by Today at Apple and It’s Nice That. Featuring renowned artists and designers across the globe, the sessions focus on exploring the power of creativity to bring about change and connection, and learning new creative skills.

In its first edition, ‘New World: Explore creativity and its role in rebuilding a better world’ delves into the significance of creativity amidst the challenges of the post-2020 landscape. The visual identity revolves around the concept of transitioning towards the ‘new’. The different logo iterations are designed using bespoke glyphs from SF Pro, the Apple typeface, symbolising liquidity and transformation.

The visual language features a set of graphic shapes. These stand for gates to new places, creating immersive scenarios where type and images merge and interact. Transition is a central theme, reflected in the constant motion of all graphic elements, including logo, typography, and imagery.

The identity also involves a collaboration with designer and illustrator Alexis Jamet, who has created a set of analogue landscapes with illustrated organic elements floating in, imagining a new world.

agof new world 2022
agof new world 2022
agof new world 2022
agof new world 2022
agof new world 2022
agof new world 2022
agof new world 2022

Visual Identity
Motion Design
Art Direction
Content Production


It’s Nice That: Ali Hanson
Today at Apple Team
World Illustrations: Alexis Jamet