As designers, we are accustomed to synthesising a lot of information. What needs to be communicated? By whom and to whom? We want to know as much as possible about the message and its context.
I have found that in order to keep the communication focused, it is necessary to narrow the information down to one central idea. In doing so, some of the information initially presented becomes less important or irrelevant.
My debut as a typographer is still a work in progress. I created it for self-promotional pieces that I am using to look for work outside of the corporate design world.
To make them look as non-corporate as possible, the typeface and the self-promotional pieces consciously avoid Swiss Modernism. Instead, I took inspiration from the earlier Modern example of geometric Bauhaus typography and the Renaissance tradition of using the golden section for composition (in this case using it for the form as well).
I don’t remember the specific occasions, but I remember it being impressed upon me in the Eighties, when I was growing up. I got it from school, from the TV, and from adults in general. ‘Unhindered, competitive markets are not only most efficient, but morally right. Although pursuing self interest may seem selfish, and its results may seem cruel, it’s for best in the long run, and any alternative would compromise individual freedom, which is the ultimate good.’