Backslash

Backslash is an art and technology organization funding artists whose practices are nonlinear, unconventional, unexpected, adventurous, intense, surprising, questionable, and primed for engagement with new technologies – all of which they describe as “symptoms of being backslash”. Backslash lives at Cornell Tech, a digital-age, technology-forward graduate campus of Cornell University in New York City.

From “\Art” to “Backslash”:
The decision to rename

Formerly known as “\Art,” the old name raised a lot of questions around pronunciation and felt restrictive as Backslash extends beyond just art. The backslash (“\”) symbol, known in programming as an escape character, indicates that the characters that follow should be interpreted outside the normal modes to do something special. Rebranding as “Backslash” clarifies the focus on pushing boundaries and using technology to transcend traditional approaches, better aligning with its mission to innovate beyond conventional norms.

Logo

The Backslash wordmark is custom drawn with all the stems subtly forming backslashes. Once you see the backslashes in the logo, you can't unsee them.

\Type

\Type is a bespoke, interactive display typeface in four weights and two styles, rounded and square. Crafted exclusively from -21° backslashes, several characters feature multiple glyphs, allowing for a versatile range of combinations. In digital applications, \Type becomes interactive, responding to user input by cycling through the weights.

\Type Generator Tool

Supporting Typography

Cotton worked with Trulytype to design a “backslashed” version of their Werk Sans as the supporting typeface for Backslash. The characters are skewed -21°, to match the angle used throughout the identity. Werk Sans was chosen as the base due to its geometric and technical characteristics, ensuring optimal legibility even when modified with the distinctive skew.

Generative Backslash Pattern

As part of the brand identity, an infinite pattern generator was developed, creating weaving-inspired patterns composed solely of backslashes. While the patterns are generated through code, they are crafted to resemble hand-drawn weaves, blending technical precision with artistic flair, and paying homage to the artistry that defines the brand.

Website

Along with the brand identity, Cotton designed and developed a new website for Backslash. The website is designed to resemble a museum exhibition wall; given the expressive nature of the typeface and brand elements, the design emphasizes whitespace, vertical layouts, and precise grids to create a balanced and visually engaging experience. The website also features a distinctive diagonal scroll in some sections, set at the signature -21° angle, reinforcing the brand’s unique identity.

The site includes a few hidden easter eggs: clicking on the “\” character triggers the motion pattern generator, expanding it to fill the entire screen—offering users a true “escape” moment, in line with the spirit of the brand. The website is structured such that it is impossible to visit the website without first viewing one of the artists or artworks, echoing the Backslash mission to put the artists first.

In Use

The Backslash brand is designed to be versatile and adaptable across a wide range of applications, ensuring both consistency and an element of surprise regardless of the medium.