Experimental typography and the need for the experiment 2018 - 2019 by Bianca Maria Nitu

[Experimental typography and the need for the experiment] by Wim Crouwel

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Experimental typography and the need for the experiment

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B E T W E E N What makes the difference between experimental typography and any other type of advanced t y p o g r a p h

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The designer, with his awareness and appreciation for the contemporary cultural atmosphere, is inclined to use overstatement to emphasize his findings. Often the original idea of design that is aiming at improving legibility and comprehensibility, is overshadowed by expressive overstatement. But if this element of exaggeration had not existed, the piece would not have drawn so much attention, and would not have fulfilled its pioneering role. It is a vicious circle.

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Experimental typography and the need for the experiment

5 Experimental typography and the need for the experiment

H Experimental typography and the need for the experiment

Experimental typography and the need for the experiment

giving a self-reflection

Experimental typography and the need for the experiment

reflecting a cultural pattern

Experimental typography and the need for the experiment

[ Experimental typography and the need for the experiment ] by Wim Crouwel What makes the difference between experimental typography and any other type of advanced typography? Much of the so-called experimental typography is just another form exercise within the framework of a certain modern trend; only some of these experiments are fundamental and create a basic discussion in typography. For the sake of well understanding it should be wise to draw some dividing lines. The real experiments in typography started only at the beginning of the twentieth century; they came with futurism, dadaism and constructivism. At this time the idea of integration of form and context was expressed in a very clear way. It was when writers and poets tried to ‘shape’ their texts in order to express themselves more clearly. Among the earliest (already around 1897), Stéphane Mallarmé, in his book ‘Une Coup de Dés’, started to break-up the regular typographical sentences in shorter groups of words in order to bring space into the page. The new typographic movement did not start on its own; around 1910 the whole cultural scene changed through a series of important movements in the field of the arts. Typography, the form of the printed word, is one of the most important functional vehicles for ideas, and therefore is always a clear reflection of the general cultural pattern. Before the twentieth century however, typography never became an independent form of art in itself, and we may possibly say that what we started to call ‘experimental typography’ is typography without the primary function of making a text readable. and functional typography are up to a certain point, opponents of each other. is not only reflecting a cultural pattern, but gives primarily a self-reflection. As soon as we carry out experiments in order to improve a certain typographical solution, that means as soon as we do research, we cannot speak of experimental typography; experimental typography never results in a solution for a certain problem. Thus, for good understanding, we have to divide experimental typography from experiments of research in typography; the first leads the way to completely uncontrollable and unknown results, and the second is always carried out to achieve a better solution for a given problem. Therefore experimental typography is never a true carrier of written ideas in the original meaning of the word typography, but is a form of art, a pure means of expression. It is closely related to what we call now ‘concrete poetry’. If we look at the work of painters, poets and designers in the first period of the great art revolutions, around 1910 –1920, we can clearly divide the experimental typography from primary functional experiments. For example the works of Apollinaire, Marinetti, Tzara, Schwitters and Van Doesburg, mainly futurists and dadaists, belong to the first interpretation, and the works of El Lissitzky, Rodtchenko, and later Piet Zwart, Jan Tschichold and Herbert Bayer, belong to the second interpretation. These two, basically different directions in typography do exists until today. A major part of concrete poetry is still pure experimental typography, just for example the ‘Experimenta Typographica’ of Wil Sandberg, some of the visual works of John cage and Diter Rot and, to a certain extent, also the ‘scripts’ of Hannah Darboven.

Experimental typography and the need for the experiment

On the other hand, a much larger group of designers carry out typographical experiments in order to improve typographical solutions. Most striking, for example,have been the experiments of Karl Gerstner who introduced anamorphose in typography and who wrote some very elementary literature, of Brian Coe who eliminated parts of letters in order to become a clear view on legibility problems, and Van den Bergh who introduced â&#x20AC;&#x2DC;capital-twin-typographyâ&#x20AC;&#x2122; with the help of coloured spectacles in order to save space and paper. Possibly also the alphabet from Epps and Evans for machine recognition and my own experiment with a new alphabet for CRT reproduction may be notified. More recent are the works of Wolfgang Weingart and of the editor of this book, Helmut Schmid; both however work almost in between my two interpretations. Their work is partly functional problem solving and partly it is closely to self-expression. Of course it is sometimes very difficult to distinct experimental typography from functional experiments; this is quite normal because of the visual nature of this field. There is a natural vice-versa influence between what is visualized and what is be to be discovered. We sometimes discover something very elementary through the most individual expression, while very fundamental visual research could lead to an unexpected grade of expression. It is quite normal that the same individual is active on both sides of the line. At this point I would like to draw the attention to the fact that designers are seldom, or never, aware of the findings of research. By sheer intuition designers often reach conclusions that are just as valid as the results of certain types of scientific research. On the other hand the designer, with his awareness and appreciation for the contemporary cultural atmosphere, is inclined to use overstatement to emphasize his findings. In my opinion this is the case with many of the influential pieces of typographic design. Often the original idea of design that is aiming at improving legibility and comprehensibility, is overshadowed by expressive overstatement. But if this element of exaggeration had not existed, the piece would not have drawn so much attention, and would not have fulfilled its pioneering role. It is a vicious circle. Anyhow it is clear that there is always a need for experiment and research, just as there is always a need for overstatement, exaggeration and self-expression; both needs are of great help for future development. However, for the sake of clarity and optimal understanding, I do think we must try to distinct expression from research. Amsterdam 1980 Typography today, new edition, 2003

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Experimental typography and the need for the experiment

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On nen agsig reh rchha tio exde en eaers cia sib res c of ility /n ap tifi nt , d my is ov an me rs often phasize his sci op s t h s a ss e ele g inio r wit s tem ne so p n t e x i thi m e n dare rea wn if en ia yb dewo this is the cas thisov awBut ch dra em is the veco nclusion erstat me cas e with s nt. aim would not ha ahr,swit ing ne ral revhohis sig-d atry pieceres ltuvin imcu dean si ,ytilibisneherpfo pro the toncemele siht fi tuB/n.tnmy opinion ora nd g the ha mp leg d, findings. nte ibi iste co earch of lity t m ex tem s t the no ce . no ph d By pie d uld asi e al she ha m wo ze nti his findings. intag ration influe uitge ion nofor -etacia ny of the chr,attention, and erex ori tsrtio ma pre gin use mu e ap v to al d d e e ide h v an i t s line a , s ss d e of e inc r ne so p t neve s de is x i , x e inc are wn e sig y cas t b ere line aw o n dra aware of dewo n dah noitareggaxe that is the is the e with ostph have rol thi atmno Of/nten n.use ov finng ers sigto neeri op dinpie tatinio ded gse. ce emnen my ofItwould cueltu ts fo typ filled its piothe tnry typographicrar ograp ora em his ze mp have leral hic asi o nte s s i ph h de n co t act w t f i sig a t tem r u the thaful no t d n. B e en . Of t de t v uld n a e h ten is em m wo signe y t t ntial pieces of o tat cu d ar n the tha ue ltu an d ers cle rs are luow eceipal idea of desig ismu ral natm ovtion, many itm, the, infl selwdo ofere nyho nyph maos orch atten use is s circle.A dtsto ehline .alph t ,de gs of e. the din is a vic ixe ,sisofinc fin infl ton dah noitatroengg ere ue daluxoew dna ,noitnetta origin like It nti ap os to iou pre rol atm pie draw the att cia ng d n. Often the ce tio eri an sig for n ne lity de for ed ibi pio hic the ne w en its a leg h tiotondra rapocuat conte ays mimproving ogmp to alw typ like his ve fulfilled /n my opisinio re isuld ze hathe asi os nph the I wo ing h w a wit aim tem potint r t d e n e en t v I thi cas . a e h s is em At thistha l o the is t r de o tat ar g the n n s sig d ers cle i r l e cas thi u ne ov e o n noip sti dellfiluf evah enr,sib w eceip e with d-ss witility Attthi h ,his opinio nyhow it ,uld t t as myle.A awers is ov rch aldidea of design that intea areha tistha ginan s circ I wo ne fac res ori iou/n . dpo the gs vic ansto ajus reh din tion rim enen comp of findin ton dlufin peatt tem shis ow ex ce ph the r d pie a n e asi al a l d c ze , s nti res n an i o for t i ue i ea t w lity n ed o e rch infl ibi t h t ne y a . n ea leg the On h A c gs g tat of . u for e m . uld likeeto the lcric suoicied ers ovaim r,that the ne ma is always veed veoth improvin er ha reny atthe draw orane ingnd alw si expressi m,ays incline selisdo I .ethe arere owv aby lor cas the d int gnirewit is to sItwo use rlo thi s po enh Of/nten nen fe thiinio designersthe dwveaaeh n. ov o di At p ers as sig ha n t s op t a tat de i ers r of jus d d s , y e em my ov o hic ce a l l t fi is w rch of , e rta u l rap d a k ea f nt i in ility s t l an i d og e res typ me l sib u r e d o typ . ion h es en ele w I ttntio ah reh earch scimp t that ptsihtnt. resrat entifi exag But if this of co of ge t,gs c experiment an to din n aenti em rarayof finen lcal t isph si pie enrtio the tthe thaos i wce ltufor oftat ofac ral natm reers hsyof sig waov nA.elcric susoaictisvtuaajh,sh thame theatt de ofthe t aretAjust as val ny titccrae ed ide ere ma alays f ese a necu the , infl is ue hrtd d, on are ofthereori ta id alw notnitenm expressive overstateisgin asiste ed t ex itraege by the etag ver, oftsen ne no p rs ed th ne x d res e e ne or ha ow bo h ult t the sig n; m, s ap ion de sio ten do pre rat r o res Of sel ion f cia d d xp n. uit e are tio e an f-e int sig ex rs n n seler a lity de for ne r s o ibi y de f hic the sig a d w y she leg e sig de l rap d a e co g , n r s ne an i og nte vin a v e rs e r s e n y typ ion mp oft pro h a element of r t w o rat so en im t ol a , a m ht ge atsig odslieesrerhatsrengiswo agne ing ch dra ex de as t,de veco aimen t ve ncwn urejus t ha me lusion earch. tatem t are res s nt. But if this eduld norea erslop lpsfor thafut tha ov aoftdin ion r,sib sde lushe dujgs pieceres gre witility ncat ,sig ha hcof hare the his rnae of ov ideasfin awers setrisdna tnemdirneap.n is al are reach co , are o of aw gin i h t ne a c r ori r e a ss isted, the s g ea e en g t s an ex e ed rch a t r x d no reh f of ne e o . no By e , s t th x d uld mp n g e e she n sak ha bo co m idnfi ethamu erex sion;res typ intag ration forinthe oft uitge ttfsorech ion d en ne evowaention, and wo cer,rta an f-expres I rch. On the oth ntea seles s ofve rvin de oion ibi ultwe fg deleg eresHo At this poi ensig uit tat thent. ality ers syars er pro wla si erehtfo ernaestd she alid asme ve imint -aim erBy neverr,aatt ssi atthe ha lopov esernenhg nd pre f ve ing o drawn so aw ex de It ve t are o by e. b g, ha ure t of rol ; i n ed s fut din e o no the d i ng s ow an for s n e er eri uld fin rst o r lp p i as t ne din fact i t x oth wo de u he tnve jus unthe gsce atn to the of certain typ ment of concsib iere-fful of dpie are gre elehsfille ters On tim.al ha ntio s yBd its pio op rch atte dnility dea a n,soistha ion res lus ha itov a tifican r e p enrity g fac o es en ele g ch l e s a t f scicla of x v tha reh of e e rea thi would like to draw thedistinctnever, awa s sci d if e a , t t uld not t mp n e de t en s e r sak u u co m Bu wo sig tifi j t u e e d ar re f r nt. c the nele.A tatsrevo a tarhotfspnlo cle rs are ismu r, for itm, eihsutalcenro selwdo weme h his nyho om witto st typ nt. Hotha seld c hiou orch attention, an mu e- es fAt ne are me, or caesrcirc tat sig tve ce ersr,try are de nkthawe fpre ign nt I oe ov jusha thithe poi ult rasve t des t rst the dond as this sof is agvic res Iha ssi de d, val eers the o id iste nrtahin ex e as like as ex k t t o a id by ition the b s g, to no s e val role. It ; e intu n ed h d dra din res p o t er y i ng r s ow an t o ult s w she n f e eri i , s r r the a for . ion By e p . t ne v r x de e rat e e rch ed att c w arch pio un f f ge l ea I o ne w o stluHse.trneehm esfact en toth alrs oft n rese ioper agsig res tiotonadra ofm timare ex sihtntio ays n for op to ingsfro tA n to the tio alw dion like de find cia on an ve fulfilled its of spo re is the ssipre uld a dtint hathe rity of On ithe laIvwo cla -ptoea d ap rch atte anpre lethi so en the vuld esd.ele res rea wn ifwo s thatne dra erme ,g ch tifi dra to utthe At thisttha nregider, unt en clus awarenessex veco like ftrw nt.cBu neh sci nc ct ha con a clear r t t f e me of s lus tin chral is p r e no co it l e rea a ion dis d o f h n w n e At t h uld to u s a as h t ho ofte e t o t l a thi m re try t wo n m ny n O jus o st s , i ce i awa t rda t t po igners n p . h le.A o mu rch c t ste pie tha int t desmp r a d t a circ ea nev n e we s h I ltu Iltsdo t ward ot ekil dluow sera res facwo h his yittpe nk typesres curesu dthe cex in om, or raeatt thitain of earch. By wit fithe anto lrim r,d,are cicen a viciou seld oraryAm isuld ne s fen sig ers fothe otiot n iste de ign etha t ha ex kno of cer a no t tdes s e the conte nd h ethe d uld r t t a she c r w ha o n wo a f i t , d r , er s e r for . ion e i v d e an v int n rat e ition o rch ed n, r h w uit o y ge ea intu o h ne , m tio r ion t H t a er i o ag just as valid as theto w t res s en d fort there is always she ex attfrom em les era ,srreennuggm ch w r,tha ne the arch. By.tn on veed mu dve isisee ekthntihdtnoadhIners the rese usethe othex han dd of erpre orane scia tah alw ing m,ays find nessi selisdo inccline wn ntio oiso r, aw , isntifi ,ss tn gno arere iutfor arch. On dra nof dha nicon Itare idtthe are resed reeclus an n e. are aap to h.h tve of rol sc sig srpre yion tha B e ne the socs de ng d .rh atmospherescie n r eri re uld a fin u a as e e t l aw s ne a din m wo e m r jus r f o , pio i gs m ce f rda t p s n and ch g o its o rch of n ste pie r rea i i ess f d d t d d a ea n n n n i fi o ren c an Am a fille e e i res ofte s h y r s p t awa t d ful . riment an iralces of paedrpnxfoesseneratat igners rch hat ve hishis fac eaion ecu rano zewith resrat tltu athtral asier, exag of ge t,gs sno phign expe tha scer ula ora din aem ctain uld ndorctyp delsigners are tctio finen mp nitn, htcsaer netfo srengised aaw dtvali the ar attthe sdes nte idan ofim ofw overs cle co o lts ismu are ywo itm, rtdtas resu culttura overstatement temdes selwdo sry en ufthe for ho e m ny l porary a ed e m ch r w u A ne tem le.A t or k l as u a n c con i circ of h just y o s t ays r the a s o e are r d o p iou for alw s y p I n t is vic m n en ed . i a a the re iatio e t r oft ne d is e t gs c foersthan the usethe oth apprec ners to.ItOn luser eht sa dilav sa ts noc esel findin d to use ht f-e like darch sigth e. debo sion; torsta line te-w the attentioa need for os dra inc isrntifi uition crere ,e eriocng apio ove intres esscie ne er xp uj By she m its rrese f nrol eo atm hitsd filled.hph e, is inclineh snewith always n to arp uess.ohctand h rxehis ve ful -ement, exaggeration and ehtoawa hathe ehe lop atmosphercas t the tren nsO tha de as t ve rd aeesn urejus s. re is witphasize his find his erilccfinitinseiic,serehpsomtgre ing fut etem are er, ze tat t for ign asi ar ers lp tha des s ph the ov cle he a is is ion at s tem it m t lus thi w a d At n d en nc as n r ho nt t e a thi co t s inio em ny s s me jus e m s , ch l n tat op po eratem rch wa por inteaI wo sihshary s circle.A Aiation for the con /n my ihtiwecult iouers ,rzeis a vicov nura ofression; boI th needs are of agh ofent and res isuld isepdmet tnemerea sak penyrim es exma ofcase with typ forinthe ceissthe rec a nelafin tatsrevthe app cer,rta f-eexp rutdin lufor sel n this s ofve o nt. c ygs ed niopie rar.opmuse uenti ultwe opial resHo At this point fort there is alw et.nso ays ove /n my cneirsta htnrote. re is always a need f noitaicerppa valid asme many of the infl designthe velopistsinclined to g ic e, tha d aph her g,atnhe fi ogr osp din typ atm of an e er t rst ces a lp for factfuture de re oth de pieten the vo eh ialOf s. un wit the ent to the s al ing e u gre o On influ find t tim as cas . d ntio t n. e his the op n rch jus atte i sig the l c d , size n is ea i de the s an s rch i w pha is , res e t d thi rehpsomta of sci ea c rity dra n tem an tifi to res cla nt d inio en ion like me an op rat t uld typographic Often the original ide a of design tha ge wo en my e of ag h /n rim t sak . ex i s w g pe nidnfissiof rer, for the ex ctnev awave cofeht si siht noinipo ym tin, or ement, er,we h ecas zisaehwith his pmema h dis t is overstatand Ho om witto st te tnsny nt. seld n tha eam ce mu ne are me siging is the for sig ersr,try de nkthawe ed ign n nthi ne / the nio uenti t des a al dond opi ofny infl Iha my are the /n ays fopie alw s at improving legibility of is ynthis original idea of deaim ed a re ition m g, ne . h intu the ma t th i ign din w f er o e bo an s des s a she e ic c n; rst c e . By e h . sio aph de t i p s rch i siht nolia ea and optimal un typogr rese by res of ofm for f-exp uflnn/ i eht fo ynam ssex niiptn ed res narch oe seldow ingsfro ym tio the find cia on ent ibility the ssipre rity is oversha Of an influ cla n.ial lity,d g leg .nion d ap the gpie sig sibian isten anpre eces rat d cd -em de ge ihpide tlis prehen lop ag argaoof ve ions that are com rapt,hic ex pe de clus awarene of ydes ogen thfotign ct con ure typ seectha aiming at improvin tin chral fut e rea dis i p tat this n for a if n to inal i ers t lp n ofte e t But m try f ov u orig . he O ers fl st n at rda ent . i the ign n e h g mu en ste t tem gre i des s ed cihpargopyt contemporaryAm Oftdessig wees of rsta ltu Iltsdo nk typ i tsah curesu hadthitain ive ove gof nt ntha overs isetdisrov and , isress ty are fo aing edileg of ed of cer a lanibili of ne i ide g e the th i , r o al sak e bo ted the h imp gin t n; as n at the exis . e d ori comprehensibilityexp t sio f O ing not rch vali for r, res as s aim ea i had ve xp taht ned just self-e dna ytilibig gisbyed fo aedi lanigiro gge nt. Howe on from res exa d the me usethe othex hanssi e e-on wn so g erpre to. On tatrati ivorrsha eleme ers pmdow lity - ld i ta gnim ibi inccline lopan veofov isnove , isntifi ve ssint arch lity, g leg ia much de resed sibi vin pherescie g,at he ure hen profut os din pre im e dra an atm for at com rst hav lp owed by expre y m ing de not b d un rda e uld d aim and w al n o wo ste a gre d ess a ce this y tim h t if ren s i Am l pie r i op e bhig o si ent the and l goncivorpmi ta gnimia ,ytili.bBut hishis awa isne zewith its cla rstavtem ere asier, ove hadpm phign ive fulfilled e rity ov s element of hav , sisihress if thi ilityexp the ctmp tsak fi ters r, for u distin Be.tof vesib reh ment. Butatte cultural overstatement temdes ne ween ntion, and would not mon exis etahad Ho co -tsdreavnot nt. hoserve con isvso the ownk we must try to me rati eted rp nyhthi schxi,e,ytilibisneherpm gge .temporary le.A iation for do exa gs I rec circ of nt the din eapp ous d, fin me tat vici a ele , iste d ers is g, e It ex t . ov s t i x o din e role c ve t no o an n dahav ssi dneering overstaterst mu . h pre de use so n rch o ex to pio un i wn t d ea a r al by e dra ine g res e g tim ed incl a m x is for e op ow d f e, fro o d not exaggeration ha t n etatsrevo eitsviesm uld wo atmosphercase with clarity an re is always a nee expression the piehce seerlepxe yb dewo t theso u mdis o r thawn stin nw ntauld is clea rof d enot me vahhav ve dra ele scto tonedfulfi phasize his findings. titha if thi luolled is try w eceip eht woct nt. Bu mutst /n my opinion this is the ment tem AmsteIrda piece would noexp ntio nk we atte fo thime resetarch, just as there sti dn,eland tcirc nwele.A dom and no m lfiluf evathe entuld e l ow e erim s h i nyh h t of t o n f s i case with many of d t u l ce u B o the . pie is ous t , d n d, n al e . vici this a ent mmany of the infl wo ,noitnetta iste is a uenti . Itrch ea toex opinion res nom dfro /n my nee wring ion on pio h ssiha rat yrole ign. nA ge much attention, andalways a needItfor overstatem pre .elcric sre for ag ex d e ex h u t nee o , a d i c i e v ays t a typ s s i x of i alw t e I is . h elor gntiro ces the ographic des nnd pieten t the ee e. self-expression; bot tha so ent rn oia ph noitareggaxeraphic influ wn ngonrol n.ialOf m thede itha dra erirati sig rda ve ne risofclea and dste t is t ee tha Am no is a s re ign gge y uld a og w the des exa l a wo as typ of s i a e ce just r e , ide h have fulfilled its pio t pie inalt is os nwtaahrtdraeevlcash orig research and no i ti ent Often the exp sierim ed cleofargreat help for future n tha rehwo siging t sauld w itdsisare tsuj ,hcrdtaefor ent, ton dluow eceip honee tem an idea of deaim seove n, al r dnrsta tio improving legibility and gin a en at of t n ori e e att m nee sak a i r ch e p the ays x mu e is a vicious circle.Any for alw t o ver, n d we luown;d ,tnemetatsrrol . Ho ent nah ,noitnetta hcum pm eloa for oe. Itf de-ex dev roself ed ibility ne enpre is overshadowed by a sssio lity,d g leg yawlabot eringonevand ays sibian alw prehen com exa erstanding, I do think that there is aiming at improvin hne togge b ;nrati tsI .deatnlaohel have fulfilled its pio oisserpxe-flegre re optimal und rog futu for i r pitn e clarity and e n rstatement. But if this do i n p ove ha as s t ar a ive of t from r ers i e d jus g cle are ress , e ov g ion is l a ds l is fi x exp rch , it e ress l u nee w f ea ility e exp vamp h rehensib eruho tuf rof pleh taergra co not existed, we must try to distinct experiment and res is a vicious circle.Any eelcrafor ssidtthe wefover, gge e i ewnsak exa oheyof ent. Ho e-on hadwn nA pm tatrati for arch. Amsterdam eleme ers fdev o ays veofov ekelo asa ssint ehne a sed pre t roed think .elcric suoicivow i ex fl ,und alw revfor by Ipdo dra so much , eerst e woofH ing there is always a need rese hav . and t t there is n not e m tha uld o wo l e r v e ce ima d deen a syfrom the pie element of knand awla si e clarity ihtea oopt drch I ,gn, ijus dn ttsas s ration and have fulfilled its rednuexp if thi l ress itpion o dna ytiralc reht taht ment. Butatte try toadist ntion, and would not we overstatement, exagge experiment andmres sitinct asidtarch orf nmu soutajym oisst , h c serped r a dam e x s e circle.Anyhow ster e t c r the n d Am ous of . n d, a vici for a are t n iste is s e r It t rese ex . m t ed t s ne u i r m role epag a ne noring dnee xegeration ha pio madays there is alw retsmA .hcraesreor f deen a ew ex self-expression; both ays a need for alw is re the s t y a w tha r wn so la si ereht is clea and velopve dra titha just as there is , piece would noexp great help for future de arch tatement, exaggeration dna noitareggax rese ers ov and not entuld of e ,tnemetatsrevo attention, anerim e of sak wo are s d the ed rstatement, for ne r, ove th ve for bo d we n; nee much always a ment. Ho fo-era sdeen htob ;no self-expressio It e. ssion; both g, rol pre din lop ng -ex i s an s ve eri self e rst r pxeha ne de -flve es fulfilled its pio ggeration and exa great help for future de -poleved erutuf ro clarity and optimal un great help for future ar of ct cle are f is of tin ds p it e l e dis nee h w sak t to a ho e r try ny the g st for is a vicious circle.A development. Ho I do think we mu ment. However, fo ekas eht rof ,revew wever, for the sake of for rch. oH .tnem that there is alw ding, ays a need expression from resea erstanding, I do think und l and optimal understan ,gnidnatsrednu ima rity opt cla and clarity earch, just as lamitpo dna ytiralc tinct dis to Amsterdam res inct expression from try d st dist an t to mu en try st we rim mu nk pe we ex I do thi tcrch nit.sid ot yrt tsum ew k for arch. Amsterdam ed rese ne a ea n i h res ays t o m d alw I there is 29 expression fro .hcm r a e s e r m o r d f n an o isserpxe ration Amsterda overstatement, exagge madretsmA eds are of ne th bo n; sio res xp self-e developure fut great help for sake of the for r, ve we ment. Ho an derst ding, clarity and optimal un to distinct I do think we must try .

tion of the like to draw the atten would seldom, or never, aware rs are ne sig er de t she tha By t . fac rch ea the findings of res the of are aw ch never, en rea intuition designers oft seldom, or er she By . as rch id ea val res t as findings of conclusions that are jus ch rea en oft of rs es ne typ sig in de rta intuition the results of ce t are just as valid as the other scientific research. On conclusions tha es of his h wit the results of certain typ hand the designer, er oth the for On . n rch tio ea cia res pre scientific awareness and ap his h wit r, signe ltural the contemporary cu hand the de preciation for use ap to d d an line ss inc ne is , are ere aw ph atmos orary cultural his ze mp asi nte ph co the overstatement tem . phere, is inclined to use gsos findin atm h wit caseoverstatement temphasize his /n my opinion this is the findings. pieces of many of the influential ten the inion this is the case with typographic design. Of/n my op uential pieces of n that is original idea of desig many of the infl the d an lity de ibi raphic sign. Often aiming at improving leg typog t is tha n sig dde ha of a ers ov ide is al , origin comprehensibility d an lity ibi eving leg erstat owed by expressive ovaiming at impro dha ers ov is of , nt ility ment. But if this elemecomprehensib tatethe ed by expressive overs ow ration had not existed, ge ag ex nt of me ele drawn so ment. But if this piece would not have the d, iste t ex t no no would ion had much attention, and exaggerat so wn dra It ve e. ha t rol no ng eri uld piece wo have fulfilled its pione t no uld ar attention, and wo clech w it ismu is a vicious circle.Anyho It e. rol ng eri for ne ne w aystoadra alw like ve fulfilled its pio re isuld haed the I wo potint At thistha clear ,ajus t t as rch tha t ea fac res ious circle.Anyhow it is d the vic an t to is n en tio rim en peatt ex the ed fort there is always a ne for r,tha ne veed orane alw m,ays selisdo arere designersthe d ent and research, just as .anrim rch eaion resrat exag of ge t,gs expe din em finen the oftat overs aware of are s often there is always a need for rsed sigthnene debo sion; uition intres self-e er xp By she and as t ve ure jus tat-ement, exaggeration t are de erslop lpsfor thafut ov ion lushe gre ncat reach co of are s ed of ne sak es sion; both typ forinthe cer,rta f-eexpres sel s ofve ultwe resHo At this point I thent. valid asme lop ve de g, ure fut din an lp for fact other derst unthe atnhe to the gre On tim.al ntio op rch atte dea res tifican enrity of scicla of would like to draw thedistinctnever, awave e sak re the for r, to his or we , h try Ho witseldom st mu ne ment. sig ersr, are de nkthawe ign thithe t des dond Iha intuition she .der rch ea. By rese res ofm for timal understanding, narch op ingsfro tio find cia on an the ssi pre rity of pre ap cla d ex an ss ne ions that are are clus aw con ch rea n to distinct ofte m ers rda ign ste desmporaryAm ral weesmu ltu nk typ curesu thitain of st try Iltsdo of cer the conte just as valid as theto research. m fro the on d ssi han use erpre ex inccline , isntifi arch. On the oth resed atmospherescie and ess Amsterdam hishis awaren zewith asier, phign cultural overstatement temdes ary por tem con the for appreciation findings. rstatee, is inclinehd to use ove atmosphercas wit ings. e find his the size is s pha thi tem n ment /n my opinio ny of ma with of e s cas ce the n this is niopie uenti opial /n my many of the infl typographic design. of ces pie the ial ten ent Of influ n. the sig design that is typographic deOft inaltide orig en the is a of n tha and siging at improving legibility original idea of deaim d an lity rshadowed by ibi ove is leg lity, g sibi vin hen pro pre im at com aiming rstatement. But if this hadive ove overs , isress comprehensibilityexp not existed, rati gge exa of tate-on had eleme ve oversnot ssint so much wn dra e hav owed by expre uld wo the pieceele ofnot have fulfilled its nt me s thi if t uld Bu wo nt. me attention, and a vicious circle.Anyhow iste. Itd,isthe t exrole noring dnee pio exaggeration ha re is always a need for t theso r thawn is clea ve dra titha is piece would noexp resetarch, just as there and no entuld erim ent, wo much attention, andalways a needItfor overstatem e. self-expression; both ngonrol erirati ne and gge exa have fulfilled its pio argreat help for future of cle are is ds it nee w ho is a vicious circle.Any wever, for the sake of Ho . ent pm elo for dev ays a need alw erstanding, I do think that there is und l ima opt clarity and t asinct expression from jus , rch ea res d dist an t to en try st we mu experim for arch. Amsterdam there is always a need rese ration and overstatement, exagge eds are of ne th bo n; sio self-expres velopgreat help for future de e of sak the for r, ve ment. Howe

At this point I would tion to the like to draw the atten seldom, or fact that designers are dings of never, aware of the fin uition research. By sheer int conclusions designers often reach the results that are just as valid as tific of certain types of scien hand the research. On the other ness and designer, with his aware ntempoappreciation for the co ere, is rary cultural atmosph ement inclined to use overstat gs. temphasize his findin case with /n my opinion this is the pieces of many of the influential ten the typographic design. Of n that is original idea of desig ibility and aiming at improving leg ershadcomprehensibility, is ov erstateowed by expressive ov nt of ment. But if this eleme t existed, the exaggeration had no drawn so piece would not have would not much attention, and ering role. It have fulfilled its pione w it is clear is a vicious circle.Anyho ed for that there is always a ne rch, just as experiment and resea for there is always a need ration and overstatement, exagge needs are of self-expression; both velopgreat help for future de sake of ment. However, for the derstanding, clarity and optimal un to distinct I do think we must try rch. expression from resea Amsterdam

dluow I tnio p s i h t t A eht ot noitnetta e h t w ard ot ekil ro ,m o d l e s e r a s r e n g ised taht tcaf fo sgnidnfi e h t f o e r a wa ,reven noitiutni reehs yB r . h c aeser snoisulcnoc hcaer ne tfo srengised stluser eht s a d i l a v s a t s uj era taht cfiitneics fo sepyt n i a t r e c fo eht dnah rehto eht nO .hcraeser dna ssener a w a s i h h t i w ,rengised -opmetnoc eht ro f n o itaicerppa si ,ere h p s o m t a l a r u t l u c yrar tnemetatsr e v o e s u o t denilcni .sgnidnfi sih ezisa h p m et htiw esac eht si siht no inipo ym n/ fo seceip la i t n e u fl n i e ht fo ynam eht netfO .ngised c i h pargopyt si taht ngised fo aedi lanigiro dna ytilibige l g n i v o r p mi ta gnimia -dahsrevo si ,ytilib i s n e herpmoc -etats r e v o e v i s s e r p x e yb dewo fo tnemele s i h t f i t u B . tnem eht ,detsixe ton d a h n oitareggaxe os nw a r d e v a h t o n d l u ow eceip ton dluow d n a , n o i t n e tta hcum tI .elor gnireenoip d s t i ellfiluf evah raelc si ti wohynA.elcr ic suoiciv a si

do e ct p find m, or that d attenti oint I ing nev esig on t i n con tuitio s of re er, aw ners o ar clus n de sea w a ion sign rch. roeuolf th e s d B t e e t scie he res hat are rs ofte y sheelike to ntifi ults just n re trh draw At o c re this as sealch e fa fc th awa hand search ertain t valfiid adom, ct that e atte point . On ype ndsin or n ren the d es ntion I e ess d g i s and esign cthoenotntuoitifo s of re ver, aw igners to t h atm e co app er, w cluhser n de sea are are ove osphe ntemp reciat iththhisions th signer rch. By of the io e a s rsta o r s tem e, is in rary c scinenfot r result t are ju often heer /n m st a reac ent cline ultur ific r s of y tem d to hal ese cert s val h ma opinio pha awause and arch ain t id as ny o .O yp n th siz ren the typ f the is is find e hits ess an desig n the es of ogr t i h oth n h i n d e n fl e a u ag e aim origin phic d ential caseowtmso. sp conte apprec r, with er ing al id esig pie veitrh he mpo iati his com at imp ea of n. Oft ces of statem re, is in rary c on for e d ent cline ultur owe prehe roving esign/n mnythe tem d to al d b nsib legi mthat opin pha use siz exa me y expr ility, is o bilitty aanyisof ion th i gge nt. e s n t y h fin e his v s p d is e e s pie ration But if t ive ov rshoadograp influe the ca dings c erst righic h . de ntial se wi m e wo had is ele aim i at ina hav uch at uld no not ex mcentngea-t i l idea sign. Opieces th m is a e fulfi tentio t hav isted, tomopfre prov of des ften t of ing ign he h h e At t viciou lled its n, and e drawow e e histh s c pio wou n sod by e nsibilit legibil that is p i r n y a c e i o m t , x e ya is p et e tintthIe le.An erin xalgd no en wr earti de hxp yho gpro gerat t. Bu ressive oversh nd enetn eoiusld t t l a w e o i i i o awao signe tm l e f . w v it is ceIt n h th lika iot a er adBy s rveeorsftta rs tahrerse nntodtrhes eystoadnre mculecar would ad no is elem stateshe ht fi eilsda eefar haavewd h a not t exi ent olw cc e fo tt n rea elfe-er xinp em tureitsi ednint,gesx ma,yosran tishth,ajauvtst fulfir lle ention have sted, th of valid ch cg s dra ,a as d orneca oinond aogf rg enveee icio wn e ;eb ees lut rd , us its p nd of s asm ccielanr thenrte. shioenlpsfto soigthnenre reaatrieochn thafotrt circle. ionee would so titifiyca sHuoltsw hraftut seodfts xp.aend here Any ring not a nreds h e r ewoaprt oefvceer,rf urerejudset anre ofiment is alwa ow it role. It awa Ihdaond c o is cl o t t i a v m y h a a o h e v r n s i s i t tn uld li. aOl un nthtye ersltop her ren d esseo htkehaw dt desmke tonthde sepsleask ate-m e is resea a need ear e x a f e a f d i r r g td f c l expof en hreefi sigu atm the co dnp assnidpoin nnesetrsr,tarwyrawosthteahnead t, e ways h, jus or re esig p reitso gc trg teirnneg,At tshsision xagg a nee t as h srio f e ner rne ove osphe junsttem d h o ld t a f i smtin iont h po;inbo era trieosrneea om a pos o am rsta ti d fo ceh e, oncrtn toetlhpe fo t I th n tem resc,ieisnisnvalidraarfyteAcnm r cl fsro eed on and r /n m er, a facrt fu ent tificclrienes theureltasuctrheacroitrya. Bracynhsh. et. eHvo sa tu er in ww y ea t s d e ar n lu d o sio p tu iovreer, f re de re of ma opinio apprecemdpehsigearctho. OussultIsdoldofacctm or t v s thtimita n ny o elo n th atm iation ansiezr,e nethe ehrtianinknw h t arel un typ f the is isosph fifonr th whithis oteh typeam der e sake pe e ogr h x e t e d r s is i h p r n s h u o e c of /nflu e , is ingon aw raen ta f st a aim origin phitchedinmey onptiinal mcaensteinwclinesd.tempo areness sdstihoen f try to nding , r eflsuige iopnite temith to u ary c and rom dist ing al i inc ult se ise ph r l pie hc com at imp dea oOfftennnt.iaO ftc issthoef asize overs ural Am esearc t r p ster h. owe rehe ovicng daeimsthigenorigeenstohf etyp case withis findintatedam d b nsib omlpeg ing athinaal id ograp h ma gs. t is ea o hic ny o enilsity t imp exa me y experlemilitye,xisprrehib f d f d gg nt. es en oesvs ibilaityndrovin esig esign pie eration Butthifetpiesicvet oof evxaeivresohvaedr , is oversg legibilitn that is . ce w a e gg s-ta ha y t h e m o hpaiod tentiios elwouldrnstaetreat-ion tement dowed and o . h hav uch at uld no nneeortinegxn, aenm B e t d wnt hav ad n ut if by ouldof e d is a e fulfill tentionext ithisavcleea roislete. Id ra ot ex this vicio ed i , apnerim dr trhaawt t is, athveicionot hav wn so misted, t t s d e u pio wont and nhesreois us circ e fulfille uch th s c alw le.A d it re exp at the ircle.A exnagegeerainlwaysuald erim re is nyho ratio gnro neneodstearch, juays a ne nyhow s en cla alwdev nweei anled. I for st a ed fo ove the t andritry anadyesloapnmetdissacreleoa setlf-expoverstats there is r r s t re ese opt eent. H frgre ress eme a self arc ima d fow at h ion nt, -exp temen is alwawe m t ys aust htry, jtulsutndeorsr ever, fo elp for f ; both r , e e s x u r o s gre at h ion; bo aggera need disatinscttanding, the saketure m f e e o I of t t e d r x io lp h er clar p ity a nt. Ho for fu need n and search. ressiono think w A s t f n r u mst om I do d op ever, re d are o erd am thin tima for t evel f o h kw l p e u n s e a d exp k mu e e r ress st tr stand of y ion from to dis ing, tin r Am esearc ct ster h. dam

dlu eh ow ro t ot I tnio fo ,mo noitn p sih no sgni dles etta t tA sn itiutn dnfi era s eht stl oisul i ree eht f reng ward cfi user cnoc hs y o era ised ot e eh itnei eht s hca B .hc wa , taht kil dn t dn cs fo a dil er ne raes reve tcaf -o a sse ah re sepy av sa tfo s er n si , pme ner hto t nia tsuj reng tn ereh tnoc awa eht n trec era t ised .sg eme psom eht sih h O .h fo aht ht nidn tatsr ta rof n tiw ,r crae fo iw es fi sih evo e larutl oitai engi ser eh sece ac e ezis su o uc yr cerp sed si t t ne ip la ht si ahp t de ar pa dn aht n tfO .n itneu siht n met nilcn i -d a yti gise gise flni oini -e ahsre libig d fo d ci eht fo po y fo tatsre vo s el gn aed hpar yna m n/ eh tnem vo e i ,ytil ivorp i lani gop m os t ,de ele visse ibisn mi t giro yt to nwa tsixe siht rpx eher a gn tI . n dlu rd e ton fi tuB e yb pmo imia rae elor ow d vah t dah .tne dew c ro lc si gnire na , on d noit m o sa f dee ti wo eno noitn luow areg ro tsuj n a s hyn ip st etta ece gaxe dn f dee ,hcra yaw A.elc i dell hcu ip fo a no n a s eser la si ric s filuf e m -p era s itare yaw dna ereh uoici vah fo ole de gg la s tne t tah v a si v e i a m e irep t ,g eka d n h xe ere e h , t t o s xe tcn nidna eht r rutuf b ;no neme t its tsr of rof ta is

ress st tr and of y ion from to dis ing, tin r Am esearc ct ster h. dam

v ration and overstatement, exagge eds are of ne th bo n; self-expressio velopgreat help for future de e of sak the for ment. However, g, din an rst de un al clarity and optim tinct dis to try st mu we nk I do thi rch. expression from resea Amsterdam

Experimental typography and the need for the experiment

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Experimental typography and the need for the experiment

Typography & communication 2 Project 3 Bianca Nitu