Discuss the statement “The alphabet is not a vehicle for communication so much as a backdrop against which designers spin their elaborate narratives”.
There are many controversies regarding the rational behind typefaces. From the development of moveable type to the printing press in the15th century by Johannes Gutenberg. Typography took a huge turning point in the modern world with a similar progression coming with the invention of computer technologies. Since these huge progressions what can type be defined as in todays context, and how have they affected designers decisions in the creative industry.
Due to the huge amount of information thrown at society on a daily basis, the function of typefaces has changed from what it was years ago. In todays culture a font’s function is arguably readability, enticement, the ability to hold the readers attention and to successfully express the message constructed in the pattern of letters. A practising typographer named Jackson Cavanaugh offers his opinion stating “ I’d say [readability] is the most important quality of a good typeface. Type design, for me, is about creating a unique tone of voice and atmosphere for a text.” Therefore suggesting that an essential factor of typeface design is its value of communication, another valuable example being the neat, practical styles of Swiss typography. Cavanaugh goes on to state “I don’t really consider type design to be “self-expression”, although there is a lot of personal style and characteristics that come out.” Furthermore, although type has developed from being solely a communication vehicle into an experimental form of expression, it still remains significant its ability to communicate.
On the other hand, developments in type design has seen “a new order of craft and invention, driven by corporate culture, nostalgia and the demands of the screen” says Emily King. Digital technologies have not just changed the conditions in which type is designed and distributed, but also dramatically altered the circumstances in which it is being used. This has lead to vast experimentation with the factors outlined in the previous paragraph and the alphabet indeed can be viewed as a backdrop for designers to tell their own narratives. However with this statement, comes the issue of originality. Is a typeface truly owned by someone? Consider the New Typography Movement. An artistic movement bringing graphics and information design to the forefront of design. Are designers simply copying each other adding their own slight variation and flair.
In conclusion, perhaps it can be considered that type design has now been forced to be viewed in different contexts. Depending on the typeface’s purpose, the above statement only agrees with some typeface styles whilst other sub categories of type, copy text for example, does not fit under this explanation. Furthermore, type has become a significant element of design so vast and varied in its form, style, aesthetic and function, that in todays context it has become more of visual whilst simultaneously being a vehicle of communication.
Cavanaugh. J. Typographer. Interview. 2016.
King E. 2001. [Online] Eye Magazine. Journal. Available at: http://www.eyemagazine.com/feature/article/digital-type-decade-full-text [accessed 26/12/2016]
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