Brand Identity, Identity System, Generative Design

The Cultural Landscape Foundation


The current identity of The Cultural Landscape Foundation is not very distinguishable among their competitors and often unrecognizable on digital platforms. The goal of the project is to create a new identity system that represents the mission of the organization.


The Cultural Landscape Foundation (TCLF) exists to educates and engages the public to make our shared landscape heritage more visible, identify its value, and empower its stewards. The redesign represents the visual attributes of the cultural landscape, and the geometric nature of the visual system allows flexibility, adaptability and variety.

*Cultural Landscapes are landscapes that have been affected, influenced, or shaped by human involvement.

The Typescape System

Using the alphabetic system to construct the topographic view of the landscape by assigning each letter to a shape. When the words are typed out, they will be translated into an image. Here, the topographic view formed by text is referred as Typescape and individual letters are Typescape Letters. Ideally, the system can be built as a program to produce different topographic views determined by input text.

TCLF logo configuration, using the abbreviation TCLF in Typescape letters.

Logo configurations for their programs, typeface and color palette.


The flexibility of the visual identity can be widely adopted for different mediums and allows customization. For example, the business cards spell out the typescape of each business card holder. Typescape letters are incorporated as part of the UI on the TCLF website.

Typescape Generator

A typescape generator is designed to create customized typescape for various graphic usage. A user can input the words, adjust the configuration of typescape, and save it as SVG, png, and jpeg with the program.