AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R....
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![Page 1: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/1.jpg)
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Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion
R. Brian Stone, Associate Professor Department of DesignThe Ohio State University
![Page 2: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/2.jpg)
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In the spirit of revolution• A change in the way of thinking,
behaving, and seeing
• Type in Motion is (r)evolutionary
![Page 3: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/3.jpg)
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Expansion of the Field• A burgeoning body of knowledge
• A design vocabulary
• New tools / media
• Communication channels
![Page 4: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/4.jpg)
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• Typography is the art and technique of creating and composing letterforms
d
og
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dog
og
• Certain arrangements will convey different meaning
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d
ogo
• The progression from abstract to concrete creates intrigue, possibility, and communication
![Page 7: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/7.jpg)
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ogod
• But typography is not inherently kinetic
• Letterforms are generally meant to be static, flat, upright, and high resolution
![Page 8: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/8.jpg)
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d• But letterforms can exist and
communicate in the kinetic realm
![Page 9: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/9.jpg)
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Typographic message• Semantic, denotive, connotative
representation
• Color and texture
• Shape
![Page 10: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/10.jpg)
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miss ng
sink
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Typographic message• Semantic, denotative, connotative
representation
• Color and texture
• Shape
• Motion... another dimension
![Page 12: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/12.jpg)
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Type in motion• Activates a variety of thoughts, images,
and meanings
• Both in semantic and episodic memory systems
• Personal and collective representations trigger a complex sequence of reactions known as emotions
![Page 13: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/13.jpg)
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Hypothesis• Time based typographic
communication may broaden the emotional stimulus in receivers
• Kinetic typography, within an appropriate context can enhance meaning and degrees of communication
![Page 14: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/14.jpg)
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Static
pingpong
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Versus kinetic
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Early investigations• Happy• Fearful• Agreeable• Disgusted• Interested• Sad• Surprised• Angry
Static vs Kinetic
![Page 17: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/17.jpg)
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Early investigation
![Page 18: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/18.jpg)
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Results • Development of a course: Type in
Motion
• An exploration of this different dimension
• A segue to interactive media
![Page 19: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/19.jpg)
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Pedagogy• Visualizations over time
• Principles of animation
• Critical analysis of motion aesthetics
• Narrative
![Page 20: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/20.jpg)
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Core• Type
• Time
• Space
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Design strategy• Metaphor
• Personification / interpretation
• Dialogue
• Duality
• Abstract to literal
![Page 22: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/22.jpg)
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Design strategies• Composition
• Foreground / background
• Depth
• Rotation
• Direction / speed
• Orientation
![Page 23: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/23.jpg)
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Expanding the Typographic Vocabulary: Results of Teaching
Click on an image to view Type in Motion…
![Page 24: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/24.jpg)
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![Page 25: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/25.jpg)
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![Page 30: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/30.jpg)
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Conclusions• Type in motion has a broad range
of exciting applications
• Amplifies emotion
• Enhances communication
• Moves the medium beyond ‘flying type’
![Page 34: AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design.](https://reader030.fdocuments.us/reader030/viewer/2022032803/56649e3f5503460f94b2fec0/html5/thumbnails/34.jpg)
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Thank you• Saul Bass• Jeff Bellantoni and Matt Woolman• Frank Armstrong• …and the curious
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Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion
R. Brian Stone, Associate Professor Department of DesignThe Ohio State University