Author: | Taujas Kigamuro |
Country: | Singapore |
Language: | English (Spanish) |
Genre: | Career |
Published (Last): | 5 April 2012 |
Pages: | 202 |
PDF File Size: | 14.75 Mb |
ePub File Size: | 19.3 Mb |
ISBN: | 553-5-58070-932-1 |
Downloads: | 88320 |
Price: | Free* [*Free Regsitration Required] |
Uploader: | Shaktilkree |
Born | 2 July 1930 |
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Died | 1 January 2017 (aged 86) Basel, Switzerland |
Nationality | Swiss |
Occupation | Typographer, designer, author and artist |
Known for | Co-founded GGK advertising agency |
Typography is an art not in spite of its serving a purpose but for that very reason. The designer’s freedom lies not at the margin of a task but at its very centre. Only then is the typographer free to perform as an artist when he understands and ponders his task in all its parts. And every solution he finds on this basis will be an integral one, will achieve a unity between language and type, between content and form. Integral means: shaped into a whole. There the Aristotelian dictum that the whole is greater than the sum of its parts is assumed. And this vitally concerns typography. Typography is the art of making a whole out of predetermined parts. The typographer “sets”. He sets individual letters into words, words into sentences. Letters are the elementary particles of the written language – and thus of typography. They are figurative signs for sounds without content, parts which acquire a meaning and a value only if they are combined.