FLOATING — Behavioral Typography Branding 

FLOATING

FLOATING esplora la tipografia come organismo dinamico.

Le parole non sono trattate come segni statici,
ma come eventi:
gesti che occupano tempo, lasciano tracce percettive
e producono significato attraverso il movimento.

FLOATING non è un brand.
Non è un logo.

È un quadro teorico e pratico
per comprendere come la parola accade.

FLOATING

The brand is not what it shows.
The brand is how it moves.

Behavioral Typography Branding
 

FLOATING — Ethical & Theoretical Position

On Origins, Observation, and Authorship

FLOATING does not claim authorship of kinetic typography works created by others.

FLOATING was born from the observation of contemporary experiments in kinetic typography, motion design, and visual research developed by multiple authors across different contexts and platforms.

Those works belong fully to their respective creators.

What FLOATING Is Not

FLOATING is not:

a visual style

a graphic trend

a collection of motion effects

an appropriation of existing artworks

FLOATING does not replicate, remix, or rebrand pre-existing visual works.

What FLOATING Is

FLOATING is a theoretical and practical framework.

It studies how typography:

moves

behaves

occupies time

leaves perceptual traces

generates meaning through motion

FLOATING focuses not on form, but on behavior.

Not on representation, but on occurrence.

From Form to Phenomenon

Visual experiments in kinetic typography are treated by FLOATING as phenomena, not as assets.

They are:

observed

analyzed

interpreted

conceptually articulated

In the same way that anatomy studies bodies without owning them,
FLOATING studies typographic movement without claiming its visual manifestations.

The Core Distinction

The artwork belongs to the author.
The phenomenon belongs to no one.
The theory emerges from observation.

FLOATING operates precisely in this space.

A New Language Layer

FLOATING introduces concepts that do not pre-exist in the observed works, such as:

Behavioral Typography

Typographic Actor

Typographic Mime

Occurrence of the Word

Occurrence of Meaning

Retinal Trace as Behavior

Non-human typographic gesture

These concepts are not visual styles.
They are conceptual tools.

Ethical Position

FLOATING explicitly:

acknowledges the existence of prior visual works

respects authorship and creative ownership

avoids stylistic imitation as identity

distinguishes clearly between inspiration, observation, and appropriation

FLOATING exists to name, frame, and think what is already happening, not to claim it.

Why FLOATING Exists

FLOATING exists because something new is occurring in typography:

Words are no longer static.
They act.
They gesture.
They perform.

FLOATING gives language to that transformation.

FLOATING

A framework for understanding typography as behavior,
movement as meaning,
and words as living events.

Versione Fondativa 

Tools Factory · Accademia del Trasducere
Luigi Ceccato & GPT-5.1
2025

lucec@libero.it