Now that we’ve grabbed your attention with a daring neon-blinking statement, it is time to share a couple of words about the importance and meaning of typography. Written language is the primary means to achieve something exceptional: to communicate with people in other places and other times. Typography is a spine of graphic design and, if done well, it sends a very clear and straightforward message to the viewer. It is different from other artifacts because its use relies completely on a convention. That is precisely what makes type such a wonderful domain for exploration and play. No matter how wild your experimentation gets, you will not get lost in random constructions or abstract expressionism because you cannot – you have a clearly defined purpose.
Art Director, Designer: Alen Lipuš
2020, 3d type-illustration