Monday, January 28, 2013

The Death of Typography? by TRUTH - a boutique Creative Agency

As a creative director I get to cast my eye over my fair share of portfolios from fellow creatives and I am often asked for my opinion on the contents. Lately I have found myself increasingly at a loss for words as I attempt to sugarcoat my response. The reality is; I am often left deeply saddened by the amount of students and young designers that simply neglect typography and don’t actually know an ampersand from their elbow.

As a Typographer and Type Designer myself, I am always naturally drawn to the intricacies and nuances of the way designers set type and the reasons for their choice of typeface. I believe this detail speaks volumes about the way a person approaches their work and problem solving in general. Interestingly, it isn’t the lack of detail that concerns me – these are skills you learn over time with experience – it is the lack of the basic knowledge of typography and its rules that are most alarming. Many students fail to understand basic terminology such as leading, kerning, ascenders, widows, orphans and counters. And one didn’t even know what an ampersand was!...

...if these skills are not passed on correctly, the future will be bleak. It will consist of generations of designers who believe that it is ok to set an email in Comic Sans!
#Type #Typeface #Truth
The Death of Typography?

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