Composition and Language ENG1010 XD
Instructor: Jacob Kaltenbach
Assignment 2: Comparison/Contrast Essay
COMPARISON OF THE DIFFERENT TYPES OF TYPOGRAPHY
“When designers think of typography, we invariably consider semiotics which consists of semantics (the relation between signs and the concepts they represent), syntax (the formal relation between signs in a system), and pragmatics (the study of signs in use). Depending upon our concept and our sensibility to typographic form, the type can be our main concern or the invisible carrier of our message. In this sense typography becomes “the raw material that goes into communication, serving man and his exchanges.” However, this definition does not take into account the expressive nature of typography. Type can take on a painterly quality creating an inviting visual texture much the same way as a Jasper Johns painting. It has been said that “art director/designer David Carson uses type the way painter uses paint - to create emotion, to express ideas.” Carson uses new typographic forms in his layouts to express the meaning of his concepts and ideas.” (Digioia).
“When looking at the work of designer Neville Brody one gets the feeling that he too, is striving towards a painterly quality. Brody's designs are visually and mentally dense and there is a certain emotive quality that his typography exudes. It is the typography of our time and culture. It is dependent on the technology, pushing the technology in that Brody is interested in the formal qualities afforded to him by the computer. Brody himself says, “Digital design is like a painting except the paint never dries. It is like a clay sculpture that is always being twisted into new shapes without ever being fired.” (Digioia).
“Typography is the art and technique of arranging type, type design, and modifying type glyphs (symbolic figures). In traditional typography, text is composed to create a readable, coherent, and visually...