Words are information - typography is voice, is style, is accent, is the most subtle way to say the same thing differently and repeatedly without losing interest.
This paper explores the role of typographic design and its employment in the structure, manipulation and maintenance of civilisation. It draws reference on the prophetic theories of Marshall McLuhan in the 1960’s, the timeline of media evolution and predominantly on the experience of contemporary graphic marketing.
Today typography is understood to have both sensual and intellectual value, providing a powerful connection to personality and conceptual thinking. Multinational companies using global media in their quest to give a voice to their ‘Brands’ today employ a range of typographic techniques to express their values. But how are these ideas represented in typographic forms and how can we decode this communication?
This paper looks at some examples of typographic branding for both international corporations and political parties. The aim is to provide a spotters guide to the subject. While this is largely a practice-based paper other historical reference as well as aspects of theory have been drawn on to support arguments and conclusions.
|Keywords:||Typographical Communication, Social Behaviour, Propaganda, Original Field Based Research, Human Perception|
Senior Academic LUSAD, Social Science and Humanities, Loughborough University, Leicestershire, UK
Lecturer, School of Art and Design, Loughborough University, M. Harborough, Leicestershire, UK
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