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Table of contents

Introduction 4

Image and meaning 6

Separation 10

Fusion 14

Fragmentation 18

Inversion 22

From the designer 26

A pocket book about the relationship between image and type

Original text from “Type, Image, Message” by Nancy Skolos and Tom Wedell

Designed by Caio Logato

A pocket book about the relationship between image and type

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A picture is worth a thousand words. The multimedia designer Mikon van Gastel recently said something different, “One perfectly chosen word is worth thirty minutes of footage”. Either way, one thing is clear: the word and the image are two very distinct ways of communication, and it’s up to the designer to find out how to put those two together.

Introduction

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Type and Image work best when they complement each other. They both leave room for interpretation by the audience, and can often contradict each other.

Surprisingly, very little has been written about how typography and photography work together, and this book is intended to begin to fill that gap. We call it a “graphic design layout workshop”.

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Type and image have different properties, but they also operate on different levels of cognition. Images open door to multiple interpretations through experiences and memories. Words are basically shapes that have recognized meanings, they are a more explicit form of communication.

Image and Meaning

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When type meets image, there’s a dialogue between them, and each can pull the other in different directions. They can support or refute each other. React with or against the overall message.

When type and image coexist, each remains a distinguishable entity, occupying it’s own space, while still continuously interacting in distinct ways.

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SeparationSeparation

Separation

Separation

Separation

Separation

Separation

Separation

Separation

Separation

Separation

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When applying the principle of separation, text and image retain a clear level of autonomy. The designer allows the text to react with, against or independently from the image.

Separation

When type and image operate independently

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To play the type against the image

To invite multiple meanings

To create a series by designating a consistent frame or space for the text.

To provide clarity

Applications

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With fusion, type and image are synthesized into a strong visual coherent piece. Image and text are altered optically, or through motion or juxtaposition. It’s all the result of deliberate, holistic choices made by the designer.

Fusion

Type and image merge into one entity

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To blend or make a strong association between two or more things

To strengthen an existing connection between elements

To create an altered reality

Applications

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Fragmentation occurs when type and image disturb or disrupt one another. Designs in this category often exist as an evidence of either past, present or future interac-tion. While the force of fusion is to homogenize, the action of fragmentation is less predictable, like a weather pattern.

Fragmentation

Type and image displace each other

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To animate and energize a message

To imply the passing of time or create a state of flux

To construct a complex message with multiple meanings

To create a surreal and unpredictable scenario

To privilege one idea over another

And many others

Applications

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Inversion is an specific catego-ry of fusion, in which type and image fuse by exchanging roles. The relationship that takes place is like a chemical reaction with two different substances bonding together, when type is shown like an image or when an image is built from type.

Inversion

Type and image switch roles

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To reveal a potential connection among elements and ideas

To create harmony and integration among different texts, through a visual union

To generate visual or verbal puns

To invent fictional narratives between words and images

To create the strongest possible connection between the word and the image

Applications

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I got in touch with the book “Type, Image, Message”, by Nancy Skolos and Tom Wedell, on my Typography II class of the Savannah College of Arts and Design.

As I found the content of the book super inspiring, I saw the opportunity to make a quick, pocket book about it, with a synthesis of the techniques shown and a example spread for each one of them.

Although the original book is out of print, I would highly recommend for the readers to check that out too.

From the designer

Caio Logato

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A pocket book about the relationship between image and type, and the different ways to bring these two together.

“Very little has been written about how typography and photography work together, and this book is intended to begin to fill that gap.”