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MEET YOUR TYPE a field guide to love and typography



Type 2.0 - The (R)Evolution of Typography

Master´s Thesis proposal at Miami International University in 2007.

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Type 2.0 - The (R)Evolution of Typography

  1. 1. <TABLE OF CONTENTS> Introduction 1.0 Excerpts 1.1 Scenario 2.0 Overview Components 2.1 Original OpenType families 2.2 Do-It-Yourself Kits 2.3 Blog 2.4 Type Collections 2.5 Call for Contributors
  2. 2. <INTRODUCTION>//Excerpts “After architecture, typography provided the most characteristic picture of a period, and the strongest testimonial of the spiritual progress and development of a people” Peter Behrens (1868-1940) Artist, architect, designer
  3. 3. <INTRODUCTION>//Excerpts “The Internet is shaping our society as much as we shape it, just as radio and TV shaped and was shaped by earlier generations The nature of communications technology has been influencing the outlooks and possibilities of a civilization” David Tanaka, Hub magazine
  4. 4. <INTRODUCTION>//Excerpts “It has become a cliché to announce that ‘we live in a remix culture’.... What was referred to in post-modern times as quoting, appropriation, and pastiche no longer needs any special name. Now this is simply the basic logic of cultural production.” Lev Manovich, Generation Flash
  5. 5. <INTRODUCTION>//Excerpts “In the future, brands will need to give their audiences the power to design their own products. If they don’t manage to adapt to this power shift, generation tomorrow, with the highest expectations of customization – will be lost to them. Martin Lindstrom, author of “BRANDsense” and BRANDchild”
  6. 6. <INTRODUCTION>//Excerpts “Open-source software, blogs, song-sharing networks, free Internet telephony -- they're each disrupting multibillion-dollar industries and reshaping the landscape of business, politics, and culture. What's the common thread behind them all? Us.” “The Power of Us”, Business Week magazine, June 2005
  7. 7. <INTRODUCTION>//Excerpts “Learn from yesterday, live for today, hope for tomorrow. The important thing is not stop questioning” Albert Einstein (1879-1955) Theoretical Physicist
  8. 8. <INTRODUCTION>//Excerpts “Trying to look good limits my life” Stefan Sagmeister Designer and Educator Art Grandeur Nature, 2004
  9. 9. <NEW GENERATION>//Do-It-Yourself Karl Marx believed that the industrial proletariat would revolt against the bourgeoisie, creating a state where the workers own the means of industrial production
  10. 10. <INTRODUCTION>//Current Scenario The time is now: Do-It-Yourself, open source philosophy, consumer generated media, social networking became ubiquitous. From software (Firefox), OS (Linux), and encyclopedias (Wikipedia), peer production era has finally arrived
  11. 11. <INTRODUCTION>//Perspectives Having this new scenario taking place, society will have to rethink about copyright, authorship, identity, ethics, aesthetics, rhetoric, privacy, commerce, and after all, ourselves. Creative Commons constitutes a clear example about supporting this new culture of sharing everything.
  12. 12. <INTRODUCTION>//Perspectives Basically Type 2.0 proposes that what is happening with the Web right now will also occur with typography: creative chaos
  13. 13. <COLLABORATIVE TYPE DESIGN> Collaborative type design projects happened in the past (e.g. MetaDesign’s Crank Call, Neville Brody’s Telephone), but: • They had limited scope (open only to specialists in the field) • They reached a small audience (10-40 people)
  14. 14. <COLLABORATIVE TYPE DESIGN> Type 2.0 is an unprecedented collaborative type design project combining typography principles with current trends and contemporary issues available in our society As a result, it may be considered the next stage of typography development
  15. 15. <COLLABORATIVE TYPE DESIGN> Potentially thousands of participants having an Internet connection and some expertise with vector-based tools would be able to create their own fonts based on an existing one
  16. 16. <COLLABORATIVE TYPE DESIGN> Instead of traditional font families usually comprising a fixed number of characters produced by a specialist, Type 2.0 outcome would represent an infinite type family, encompassing thousands of specimens being created/remixed on a daily basis by everyone (designers, non-designers)
  17. 17. <TYPE 2.0>//Distribution On the other end, consumers would be able to consume in the way they want: • Universal Type Collection (including all specimens) • Alternate Type Collections ( created by other users) • Separate Glyphs/Letterforms
  18. 18. <TYPE 2.0>//Collaborative Type Design Project Type 2.0 represents a new paradigm: potentially thousands of collaborators with an Internet connection and some expertise with vector-based tools would be able to create their own fonts based on original alphabets developed by professionals
  19. 19. <TYPE 2.0>//Objectives Type 2.0 aims to be a platform for: 2.01 Innovation through the synergy provided by a highly collaborative/ participatory environment 2.02 Emerging talents express new concepts and ideas without market constraints 2.03 Education about typography
  20. 20. <TYPE 2.0>//@ a Glance Paradigm Market Biz Model Author Aesthetic Product Cycle Distribution TYPE 2.0 • Decentralized • Creative Chaos Open Source Specialists, Non-specialists • Raw • Handmade • Open-Ended Unlimited Infinite • Author Type Collection • Other Users Type Collections • Separate letterforms TYPE 1.0 • Centralized • Homogenized Rights- Managed Specialist • Crafted • Professional • Perfectly Formed Fixed packages including X fonts Limited • Author Type Collection
  21. 21. <TYPE 2.0>//Building Blocks Type 2.0 is organized in 4 components: 2.1 Original OpenType families 2.2 Do-It-Yourself Kits 2.3 Blog 2.4 Type Collections
  22. 22. <Building Blocks>//OpenType Families Mbryo OT family represents the first original OpenType family, serving as a reference of the potential unlocked by Type 2.0. It does not simply offer the standard alphabet, but also incorporates a myriad of extended characters: ligatures (standard and discretionary), swashes, as well as alternates ( contextual, stylistic)
  23. 23. <Building Blocks>//Do-It-Yourself Kits Type 2.0 genetic code is open source: based on original OpenType families, DIY Kits contain the entire alphabet and interchangeable parts, allowing everyone (designers, non-designers) to produce their own letterforms
  24. 24. <Building Blocks>//Blog Biolog is available to collaborators willing to share their experimental typography creations: • Publishing • Peer-to-peer review (comments) • Classification (tagging system) • Ranking (rating) • Distribution (downloading collections and/or separate glyphs)
  25. 25. <Building Blocks>//Type Collections Based on an original OpenType family (Mbryo), Plethora represents infinite OpenType collections. Each font collection comprises up to 65,000 type specimens generated by collaborators around the world using the Do-It-Yourself Kit
  26. 26. <TYPE 2.0>//Call for Contributors Taking into account that everything so far is purely fictional, is currently looking for: • Type Designers (Original OT families) • Web 2.0 Developers (Web site) • AI Specialists (automated OT font generator) • Educators (Type Wiki) If you are interested in collaborating, please send an email to: Thank you for your time and support. Peace. Gustavo Machado
  27. 27. <TYPE 2.0>//Works Cited Manovich, Lev. "Generation Flash." File Electronic Language International Festival. 2002. FILE. 5 Mar 2007 < stras/manovich_lev.htm>. Meggs, Philip B. A History of Graphic Design. 2nd edition. New York: Van Nostrand Reinhold, 1992. Tanaka, David. "Info on the loose.“ Hub Digital Living 01 November 2006: 1.
  28. 28. <TYPE 2.0>//Works Cited Lindstrom, Martin. "Life on the edge with generation tomorrow." Create Magazine. January 2007. Create Magazine. 5 Mar 2007 < USA_JF07_BRAND.pdf>. Hof, Robert D. "The Power of Us." Business Week 20 June 2005. 10 Jan 2007 < 05_25/b3938601.htm>.
  29. 29. <TYPE 2.0>//Works Cited Einstein, Albert. "Albert Einstein Quotes." Think Exist. 2006. Think Exist. 5 Mar 2007 < yesterday-live_for_today-hope_for/222120.html>. Sagmeister, Stefan. "Art Grandeur Nature 2004." Sagmeister, Inc. 2004. Sagmeister, Inc. 6 Mar 2007 <>.
  30. 30. <TYPE 2.0>//Works Cited “Prosumer." Wikipedia, the free encyclopedia. 05 Feb 2007. Wikimedia Foundation, Inc.. 6 Mar 2007 < wiki/Prosumer>. “Do-It-Yourself." Wikipedia, the free encyclopedia. 01 Mar 2007. Wikimedia Foundation, Inc.. 6 Mar 2007 < wiki/DIY>.
  • PrabathSamarasinghe1

    Jun. 12, 2016
  • mirzaumar3110

    Feb. 1, 2015
  • NoopurTripathi

    Nov. 14, 2014
  • amenidadesdodesign

    Nov. 11, 2014

Master´s Thesis proposal at Miami International University in 2007.


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