'A few bars of music can instantly conjure up a particular atmosphere. In the same way, typefaces give us signals, tell us what to expect and stimulate our visual tastebuds.'
So says Erik in this snippet of video. Working away on a presentation last night, I recalled this post on Erik's blog (wish he posted more articles – my RSS aggregator can definitely take another passionate, interesting voice in it's ranks, so come on Erik) and thought it merited a post. Anyway, I was thinking about the meta[phors] designers use to explain the process they go through when mulling over typeface choice, and Erik's clipped German akzent popped into my head.
What I like about Erik, apart from his teutonic delivery, is how well he get's to the heart of a process in a simple, memorable way. OK he's talking to a lay audience, but last night as I struggled to get into our potential clients head, phrases like 'how the appropriate typeface confirms exactly what we want to believe' just seemed so to hit the spot. And as Hugh says, 'the potential to believe in something is infinite.' Wallop.
Anyway, I ramble on as usual, but have a look at the mpeg, snigger at the 'designer bow tie' – at the very least it's a nostalgic look back to some 80's type which reminds us of the cyclical nature of design. When do you think the type of the British Telecom identity will be back à la mode? Hopefully never.
