Break Essay

'Don't confuse legibility for communication'

-David Carson

David Carsons work was new and raw, it communicated a message through both the type face and the content.

During the 1950's in Europe typography was being morphed into something new and innovative, a style that was clean, readable and avoided subjectivity. The style developed in Switzerland, sometimes known as the Swiss Style or the International Typographic Style. The post-war period craved a fresh, modern approach to communication to guide society into the future smoothly. Hence the Typography came to incorporate even, flat letters that allowed for a feeling of smoothness and objectivity. Helvetica is an example of the many Sans Serif fonts that were the result of this style, it's a very famous and accessible type face, that was and is readily used throughout society to easily communicate a message.

Sagmiester tried to convey his meaning through his type, content and material he wrote on. As seen above an ephemeral work that he ironically wrote 'Always' on. He is challenging the viewer with a question of life. This is how he believes a message should be conveyed and felt by the viewer.

Many designers of the time believed that a typeface should be neutral and that meaning should be found in the content not the typeface (stated by William Crowell). Post Modernists like Carson and Sagmiester branched away from the smoothness of the lettering which they believed to be 'boring'. Both were not trained to the traditions that there predecessors were, this angered the original type designers after all the effort they put into created one letter and a whole alphabet, the post-modernists approach of feeling and experimentation felt like disrespect towards them. Carson states that he didn't understand the anger surrounding his work but felt that type faces like Helvetica were the bases for many others and seen as an 'ultimate typeface' and would be further more into the future. He didn't know he was stepping on peoples toes but felt strongly about emphasising the feeling with the content and the typeface.

Sagmiester also creates a contrast by juxtaposing his content, type and materials he uses, again to challenge the beliefs of the viewers.

Stefan Sagmiester trusted that the message would be successfully communicated to the reader by both the type face and the content. The presentation of the content suggests what is to be expected, for example an explosive font advertising a Monster Truck Carnival will emphasise the explosive, loud atmosphere if you attend, whereas the same event advertised in a boring, simple type will suggest the event to be boring and not exciting. Combining the effect of the font with the message entices the reader and this is what Sagmiester wanted to convey with his many designs. For both Sagmiester and Carson, post modernist designers, experimentation was a huge element to there design as well as the emotion connection or response from each work.

Sagmiester's work was very ironic in his juxtaposition of meaning and materials and type, even on the above work where he is advertising himself at an AIGA event he makes a statement even in the promotion.

"Don't confuse legibility for Communication. Just because somethings legible doesn't mean it communicates, more importantly doesn't mean it communicates the right thing and vise versa."

- David Carson

Carson made this statement on the Helvetica film suggesting that just because something is legible does not mean it communicates and if it does you have to question whether or not it is communicating the right or wrong thing under the original intention. As seen in the film, Carson's perspective on type design is an eye for creativity and feeling, if a font doesn't attract the reader or create an emotional reaction then it's not worth the effort. He also stated,

"Very fine line between simple, clean and powerful and simple, clean and boring." - David Carson

This statement explains his philosophy about text, when communicating a message the type of font chosen has to be for a reason and if the decision isn't provoked by some feeling can create something completely different. For example, Helvetica is a simple, easily read font and perfect to use when labelling the toilets, it is simple and effective for its purpose yet if it is used to promote a dance concert, taking the music into consideration the font should be lively and groove, if put in Helvetica the intent isn't conveyed. Although the reader may still be interested because of the content, sub-consciously the mind is not as enticed to go or read on because the font doesn't emphasise the meaning and therefore we evaluate it as boring or excited before we even read what the message is.

Carson experimented with many different forms of type and all of its elements, the size, width, height, ascenders, decenders, space, colour, etc. He wanted to make sure his message was conveyed because of the combination of such elements, his purpose was to create an emotional response. The message should be backed up by the typeface.

The Swiss Modernism style is noted for its preference for photography over drawing and painting, in relation to typography many of the works from this period predominately featured text, asymmetric layouts, grids and San Serif fonts, Europe was looking for something with smoothness and clarity. The Post Modernists like Carson and Sagmiester reacted against the simplicity that was dominant after the war and towards the end of the 20th century, believing it was 'boring' nod that it did not effectively communicate the message. They introduced experimentation and free hand drawn fonts made according to the feeling they wanted to convey. Over time type designers influences and perspectives have changed significantly, although the original designers type face families are still as fresh as they once were for each new generation today. In contemporary society something more was wanted and craved and designers such as Carson and Sagmiester were able to deliver the unique style of their own era, based loosely on the original type face families and experimentation.

http://darmano.typepad.com/logic_emotion/images/carson_1.jpg

http://www.typogabor.com/David_Carson/images/64_david_carson.jpg

http://www.elahoffman.pl/wp-content/uploads/2008/03/sagmeister_aiga_poster.jpg

http://art118.files.wordpress.com/2009/10/sagmeister2.jpg

http://www.thedrawbridge.org.uk/images/article-images/145_featurepicture1.jpg