The essense of the new typography is clarity.
This puts it into deliberate opposition to the old typography whose aim was “beauty” and whose clarity did not attain the high level we require today. This utmost clarity is necessary today because of the manifold claims for our attention made by the extraordinary amount of print which, demands the greatest economy of expression. The gentle swing of the pendulum between ornamental type, the (superficially understood) “beautiful” appearance. and “adornment” by extraneous additions (ornaments) can never produce the pure form we demand today.
This typeface above, would not be appropriate for most places but it is expressive and takes on a life of its own. It tells a story.
The Type below is also not appropriate for most places, and does not only look like type, but also organic natural forms that could appear in anywhere. But in certain contexts it would be recognized as a letter “P” and “L”.
The Type below is also not appropriate for most places, and does not only look like type, but also organic natural forms that could appear in anywhere. But in certain contexts it would be recognized as a letter “P” and “L”.
My goal with this publication is to open your mind about the way that type is viewed and change the way you think about it. Enjoy and experiment with type!
Dwiggins coined the term graphic designer, designed hundreds of books and eighteen typefaces, and wrote the first book on advertising design
To begin the exploration of typography you must first abandon the idea of it just being words and letters and then explore what those words and letters are saying to you.Each typographic form tells a unique story. Not all type is appropriate in every place. Which is why they must be carefully observed. Ask yourself what does this type say to me.
Also how important is legibility in certain situations? When I created the title type I was not thinking much about legibility, I was mostly thinking about the forms and what they meant and how they would be perceived. However, I would never set body type with those typographic forms.
Dwiggins coined the term graphic designer, designed hundreds of books and eighteen typefaces, and wrote the first book on advertising design
To begin the exploration of typography you must first abandon the idea of it just being words and letters and then explore what those words and letters are saying to you.Each typographic form tells a unique story. Not all type is appropriate in every place. Which is why they must be carefully observed. Ask yourself what does this type say to me.
Also how important is legibility in certain situations? When I created the title type I was not thinking much about legibility, I was mostly thinking about the forms and what they meant and how they would be perceived. However, I would never set body type with those typographic forms.
