Rodenstock
2002
Print
FONT GLASSES
HOW APPLIED
Letterforms are arranged so the typography itself forms the visual (the words double as the picture).
THE TYPE-AS-IMAGE
MECHANISM
Make the typography itself become the visual message.
THE QUESTION
"How can the words themselves demonstrate the benefit?"
PROCESS
Work through these questions to generate ideas:
- What happens when letters become objects?
- How can typography enact the benefit?
- What font choice IS the message?
- What typographic treatment demonstrates the claim?
EXAMPLES
Ideas in this space might look like:
- Letters melting for a cold drink
- Typography that gets progressively clearer for an eye care product
- Words physically breaking apart to show fragility
HOW IT WORKS
"How can the words themselves demonstrate the benefit?"
REAL WORLD EXAMPLES
10"How can the words themselves demonstrate the benefit?"
BMW
2009
Print
FONT
HOW APPLIED
A typographic treatment is constructed as the core image, making the design of the letters do the product storytelling.
Mercedes-Benz
2011
Print
Letters, J
HOW APPLIED
A single letter is used as the primary visual device—typography becomes the object that communicates the idea.
