Jony Ive unveils revolutionary new comma

LoveFrom takes the comma to new heights at its new London digs

LONDON — More than two long years after design guru Jony Ive left Apple to open his own design firm—LoveFrom—he’s unveiled his first new work.

The jewel appears not only on the company’s home page, but high atop the roof of LoveFrom’s new London office. And it’s pure Ive genius.

The world’s foremost minimalist, partnering with longtime designer pal Marc Newson, has gone beyond product design, beyond images, beyond words, beyond even letters. He’s designed a whole new comma—and it rocks.

“This is punctuation, Ive-style,” said Art Directors Club president Nicolas Hamberry. “I don’t think we’ll ever read quite the same way again.”

It’s true. While garden-variety commas quietly ask readers to pause momentarily, the Ive comma stops you in your tracks. It’s a thing to be savored.

See it in action on LoveFrom’s website.

In the Ive tradition, the newly birthed comma is delightfully thin and light, gracefully curving with unapologetic precision. As described in LoveFrom’s press release, “The LoveFrom comma is our love letter to the world—minimal in form and even more minimal in function.”

Scoopertino was fortunate enough to get an exclusive interview with Sir Jony to discuss his new comma, his new firm and more. Here are excerpts.

Q: Let’s start with the name of your new venture. LoveFrom? What does that even mean?
A. The comma is actually part of our name, even though it can’t be used in the domain name. It’s LoveFrom with a comma. So the meaning is obvious: Love From Comma.

Q: Okay, then here’s a follow-up question: What the hell does that even mean?
A: Next question.

Q: Alright, then let’s talk about that comma. It’s remarkable!
A: We’re very proud. These things are always a puzzle. We stared for months at our company name, finally realizing that all it needed was a “complication.” That’s the comma. We call it the “Fromma.”

Q: But what led you to make the Fromma your first public work?
A: Marc and I wanted to focus on something we all use every day. For us, it came down to two objects—the comma and the period. In the end, we went with the comma because it gave us a bit more to work with.

Q: Now that your signature work is behind you, any hints on what’s next?
A: I’ll just say we’re not quite done with punctuation.

Q: Mid-sentence punctuation or end-of-sentence punctuation?
A: I can’t really say more at this time.

Q: You chose not to sign the opening statement on your home page with the company name. Instead the sign-off is “love and fury.” Why is that?
A: Your eyes are fooling you, mate. It’s “love and furry”—two r’s. I was having a bit of fun because so many people get on me about my stubble.

Q: Uh, no—actually, it says “fury.” One r. I’ve got it right here on my phone. See?
A: Oh wow… gee… typo. Sorry.

Q: Well, we thank you again for your time Jony. And the world thanks you for the Fromma!
A: Cheers.

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