SHIFTAZINE is about celebrating what is out there, already in your life, right in front of you.
SHIFTAZINE aims to give some useful insights, to pose some questions, and to make you look at everything differently.
Hopefully, it will help shift the contemporary perception of beauty and aesthetics.
SHIFTAZINE is created by Jacqueline Hill and is associated with DESIGNASAW.
ENJOY; ISSUE; INTERESTING PLACES; INTERIORS; JOYDAY; WALLISM:THE SEMIOTICS OF WALLS; STREET FINDS; SHIFT HOW WE SEE; FASHION; ART; COLOUR
Typography, or as most people would refer
to this art form, lettering, is ubiquitous within our contemporary
The words and numbers engaged everywhere that
our eyes may settle are primarily intended for visual communication.
forms are vehicles for information whether from a practical sense or for a more
Typography has become a vehicle for post
modernist design over the past 30 years.
Some may say that this style of typography it is not intelligible, not
legible and therefore a pointless exercise.
Others may just enjoy looking at
the letterforms as a visual object that communicates a notion on a more
expressive or emotive level rather than an analytical, immediate, objective
These pages show some examples of street
type that have not started out as an exercise of postmodern thinking…
found themself distorted into something other than their original intent.
Looking at the letterforms of most
alphabets (dreadful script fonts do not count) one can find the perfect form
and balance that has been inspired nature;
the perfect balance between negative
and positive spaces.
All of these
observations help one’s sensibilities in appreciating the world around us, in
all its forms (2D, and 3D).
The following paragraph from '100 ideas that changed Graphic Design' written by Steve Heller and Veronique Vienne addresses Street type in the form of street
“What we read in a distracted
state, while crossing the street, for example, is not necessarily less
In fact, what we see with our
peripheral vision might be more striking, because it is perceived by receptor
cells in the eye that are more sensitive to black and white figures and to
Furtive slogans scrawled on walls, plastered on top of
scaffolding, or stenciled on the sidewalk are just as likely to be seen as
colourful advertisements prominently located at the center of our field of
Idea No.87 from '100 Ideas that changed Graphic Design'.
Because this area of the visual world is so important to us all, there exists
many different opinions and theories and practitioners.
All these thoughts are
valid if they assist us in coming to some understanding of what we are looking
at and how it affects us.
Willi Kunz, an important German typographer, wrote a wonderful
book entitled ‘Formation + Transformation’, and the following passage comes
from said publication,
“Regardless of what style (of typography) is pursued, an
important criterion in evaluating a design is clarity.
Good typography is clear
The designer’s intent must
be immediately clear and the design must speak with an unmistakable, clear
voice that penetrates today’s clamorous visual environment”.
The video below is a wonderful example of
what Kunz has stated.
Type must communicate.
Typography must adds value to our
world and not be yet another piece of visual rhetoric that contributes to
the confusion that surrounds us.
http://vimeo.com/36167291 Street typography from Tom Williams