Typographical lessons from retail, the subway & the campaign trail
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Typographical lessons from retail, the subway & the campaign trail
Brian Carroll
Berry [email protected]
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Typography: Big bu$ine$$• $300 million business in 2007
• approximately 40,000 typefaces
• busy type factory will produce maybe three type families per year
• the effect of the personal computer
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Typographical lessons from retail, the subway & the campaign trail
Three main points– Type is symbolic
(semiotics)– The medium is the
message– Less is more
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Don Egenstein, 1960
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it’s textual and visual!
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Type is symbolic, and symbols are learned (all of them), right guys?
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Right, ladies?
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What does this mean?
In New York?In the Bronx?In Queens?In Georgia?In Ireland?
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The medium is the message
On the doctor’s wallA wedding invitation
The Holy Bible
Welcome to Moes!
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A wedding invitation (hard to read, but pretty!)
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The Power of Type
From retail: The Gap
From underground: Mind the Gap
From the campaign trail: Obama’s “O”
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The medium is the message
Why the new logo sucked:
•Not enough contrast•Overlays = overlooked
•Sharp edges unsettle•All caps = logo; lowercase = a word, or part of a word•Serifs honor the past
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The medium is the message
Why the new logo sucked:
•Not enough contrast•Overlays = overlooked
•Sharp edges unsettle•All caps = logo; lowercase = a word, or part of a word•Serifs honor the past
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1950s 1990s
The medium is the message
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2010
The medium is the message
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Mind the typeNew York subway system type re-done in 1966. It is still in use today. Helvetica. > G. a. horse
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I love Helvetica!
I love Helvetica!I love Helvetica!
or
Mind the type: How expressive should it be?
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Helvetica and Gotham
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Gotham
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Electing a president
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Electing a president
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Electing a president
•Type that looks like handwriting for “my” Obama.com•Gotham for branded URL•Serif for menu items (??)•Back to Gotham for LOGIN
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Electing a president
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Less really is more
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Less really is more
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Less really is more
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Some final thoughts
• Type is saying things to us all the time – expressing a mood, an atmosphere, coloring the words
• Every typeface has connotations. For Helvetica, think clarity, transparency, rationality, neutrality (Swiss!), purity, post-WWII idealism
• But typefaces are also like people. Helvetica is heavy in the middle (it shouldn’t wear stripes!). It needs a lot of white space. So, in choosing type you aren’t unlike a casting director.
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Some final thoughts
• You also are like a doctor fighting disease, the visual disease that is all around us. Type is the cure. Type can create order. --Massimo Vignelli
• We see black marks. Type designers see white space interrupted by black marks. The missing notes. Learn to listen. Learn to see!
• Typography is a servant art, like architecture.• With the democracy of the personal computer and
easy-to-obtain typefaces, these are exciting times!
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Typographical lessons from retail, the subway & the campaign trail
Brian Carroll
Berry [email protected]