The Aura of Type: Swissified

Objectified by Selectism on Vimeo.

Gary Hustwit’s second feature gets its world premiere next month.

Here’s the official blurb:

Objectified is a feature-length documentary about our relationship to manufactured objects and, by extension, the people who design them… It’s about personal expression, identity, consumerism, and sustainability.”

helvetica-film

His debut, Helvetica, examined the proliferation of the world’s most loved (loathed?) typeface. Pundits showed a mixture of reverence and disdain.

That film could be the end of an aura.

I keep thinking about Walter Benjamin in this new age of mechanical reproduction. When repro is at the amateur’s fingertips, how can the aura of quality – or authenticity – transmit itself?

anyonecanswiss

Credit to Anyone Can Swiss for hitting the question head on with their patented “Swissification” technology – an automated Helvetica poster generator.

Built in Dan Eatock‘s modish Indexhibit, Anyone Can Swiss throws Helvetica to the amateur with a guarantee of 100% satisfaction. Ha ha!

Here’s a video of their submissions from 4 February:

Left me with a hankering for more typefaces and sent me at a tangent.

Shouldn’t copywriters be trained in typography?

Typefaces are central to the “unique existence” of words. I don’t see why we’re forced to separate the content and the form.

It will only make the work more reproduceable.

Previous type chatter:

Break your eyes with Optica Normal.

DIY fonts in Fonstruct.

Making words shout louder.

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1 comment so far

  1. Audrey Khew on

    I believe that may be the best opening movie credit hai-ku I’ve ever read!


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