The Future was a store concept for a modern home goods and furniture store selling cutting-edge contemporary objects—things so new they might appear to be from the future. The project involved the initial naming and branding, which included a custom-designed interactive morphogenetic typeface. The dynamic and generative type captured the idea of the future as the uncertain, ever-changing state of things ahead of us. From this, a mutating logo was created based on a 3x5 pixel matrix. The motion logo was designed to be used on the store's sign and website. Printed materials used static versions of the logo generated the same way. Conceptually and visually, the logo defined the website and store interior.