New Genre logo and website

New Genre is a global design and technology studio accelerating tomorrow’s ideas. Working from London and San Francisco, they create strategies, brand systems, digital products, and experiences for the world’s most disruptive thinkers.

Now entering its third year of operation, what began as a collaboration between friends – late nights in Figma, wild ideas about type, and imagined experiments that became real – New Genre has evolved into a studio defining a new rhythm for design. The relaunch of their website marks a new identity inspired by the day–to–night cycle, and a renewed focus on what’s always been central to their practice: a meeting of logic and imagination, of craft and technology, of the organic and the engineered.

The identity is anchored in the geometry of the studio’s four-petalled flower mark, called the Quatrefoil – a form that materialises in 3D through a series of animated renders and assets depicting the fictional flora, in equal parts science-fiction and biomimicry. It becomes both symbol and part of the visual system: a shape that holds light, reflects motion, and suggests growth.

Typography plays a crucial role in translating this duality. The identity and site utilises a combination of typefaces from Displaay Type Foundry across both headings and body – the newly released Serrif is deployed in Condensed Regular weight as a title font, fading in with the site’s sunrise animation — allowing each headline to contain many words with the condensed density, but remaining detailed and light because of its weight.

This is paired with Saans for body, interface, and button copy – a grounded counterbalance that provides clarity, rhythm, and accessibility across any device. Together, the two create a visual cadence that mirrors the studio’s philosophy: one of where natural elegance meets designed precision, and creative expression meets engineering.