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AIG
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Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion
R. Brian Stone, Associate Professor Department of DesignThe Ohio State University
AIG
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In the spirit of revolution• A change in the way of thinking,
behaving, and seeing
• Type in Motion is (r)evolutionary
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Expansion of the Field• A burgeoning body of knowledge
• A design vocabulary
• New tools / media
• Communication channels
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• Typography is the art and technique of creating and composing letterforms
d
og
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dog
og
• Certain arrangements will convey different meaning
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d
ogo
• The progression from abstract to concrete creates intrigue, possibility, and communication
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ogod
• But typography is not inherently kinetic
• Letterforms are generally meant to be static, flat, upright, and high resolution
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d• But letterforms can exist and
communicate in the kinetic realm
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Typographic message• Semantic, denotive, connotative
representation
• Color and texture
• Shape
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miss ng
sink
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Typographic message• Semantic, denotative, connotative
representation
• Color and texture
• Shape
• Motion... another dimension
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Type in motion• Activates a variety of thoughts, images,
and meanings
• Both in semantic and episodic memory systems
• Personal and collective representations trigger a complex sequence of reactions known as emotions
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Hypothesis• Time based typographic
communication may broaden the emotional stimulus in receivers
• Kinetic typography, within an appropriate context can enhance meaning and degrees of communication
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Static
pingpong
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Versus kinetic
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Early investigations• Happy• Fearful• Agreeable• Disgusted• Interested• Sad• Surprised• Angry
Static vs Kinetic
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Early investigation
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Results • Development of a course: Type in
Motion
• An exploration of this different dimension
• A segue to interactive media
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Pedagogy• Visualizations over time
• Principles of animation
• Critical analysis of motion aesthetics
• Narrative
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Core• Type
• Time
• Space
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Design strategy• Metaphor
• Personification / interpretation
• Dialogue
• Duality
• Abstract to literal
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Design strategies• Composition
• Foreground / background
• Depth
• Rotation
• Direction / speed
• Orientation
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Expanding the Typographic Vocabulary: Results of Teaching
Click on an image to view Type in Motion…
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Conclusions• Type in motion has a broad range
of exciting applications
• Amplifies emotion
• Enhances communication
• Moves the medium beyond ‘flying type’
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Thank you• Saul Bass• Jeff Bellantoni and Matt Woolman• Frank Armstrong• …and the curious
AIG
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Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion
R. Brian Stone, Associate Professor Department of DesignThe Ohio State University
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