A unique logo is an unmistakable hallmark. Because it’s the typography that triggers emotions and associations among potential customers and thus it represents the identity of the respective brand. However, the latter has the power to introduce values to the logo of a company. Companies utilise this and let logos have their impact on people.īehind this lies a complex construct, namely the interaction between content (text), background of the potential buyer (cultural and personal) and design via typography. Typography works just like background music: you do not really listen to it, but it still unconsciously has an effect on your mood,« explains typography expert Erik Spiekermann (3). And during the course of the years and decades, companies have also had to pay more attention to and deal with them with regards to their logo or lettering because that is often the first thing a customer sees when going to a website or entering a store. Thus, fonts and typefaces came increasingly into the focus of research. At the time, he demanded a »standardised font without minuscule and capital letters, only with standardised letters – not with respect to size but form,« he is cited in edition 7 of the magazine »Offset« from 1926 (2). It has to have a clear statement in the most urgent way possible,« wrote Moholy-Nagy in the Bauhaus book as early as 1923. Because »typography is an instrument of communication. The Bauhaus teacher announced a »new typography«. Although students experimented with letters and their geometry in the course »Schriftformlehre« (English: teachings of the written form), they only started looking into fonts and typefaces with the appointment of the Hungarian American typographer, photographer, painter and stage designer László Moholy-Nagy in 1923. At first, typography did not play a big role at the school founded in 1919. These typefaces with influences on culture were not discussed at Bauhaus from the beginning. Without the written word there would be no culture,« says type designer Erik Spiekermann with reference to a very special project (1): for the 2019 Bauhaus centenary, he, together with the US software company Adobe, looked for unfinished Bauhaus typefaces or sketches and letter fragments in the archives, then reconstructed them and brought them to life. »Writing is to culture what the air we breathe is to us. They have a significant impact on a company’s identity. The typefaces created there were already influential in the ’20s and ’30s and still shape typefaces and logos today. The Bauhaus school of design only existed for 14 years at the beginning of the 20th century, but its influence can still be seen today. Typography à la Bauhaus The impact of serifs, widths and small capitals on companies and brands
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |