The Changing Faces of Typographic Fonts

By Mario Minichiello and Liz Minichiello.

Published by The Arts Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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 While this is largely a practice-based paper other historical reference as well as aspects of theory have been drawn on to support arguments and conclusions.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

The International Journal of the Arts in Society, Volume 2, Issue 1, pp.65-72. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.194MB).

Prof. Mario Minichiello

Senior Academic LUSAD, Social Science and Humanities, Loughborough University, Leicestershire, UK

Practitioner and Senior Academic at Loughborough University, member of a number of conference advisory boards. I have published books and refereed papers, exhibited both nationally and internationally. I have been both main and plenary speaker and have chaired discussion groups on art and design at international events, on television and through other media.

Liz Minichiello

Lecturer, School of Art and Design, Loughborough University, M. Harborough, Leicestershire, UK

Lecturer and practitioner at LUSAD, elected to the Society of Authors in 2000. Among other organisations, I am involved with the British Council Visual Arts for culture and overseas development and have worked with leading international peers such as Quentin Blake and many highly respected authors. This has also allowed me to see future possible areas of collaboration that develop the knowledge base for visual communication. I have presented papers at international conferences.


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