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Pooch1BG-shirt

At the beginning of projects we ask our clients all sorts of questions. It’s the way we learn the design objectives and the heartbeat of the project—whether it’s a book, an interpretive panel for a zoo, a tourism exhibit, or packaging for tea.

There’s generally a pretty close parallel between the commercial “purpose” of a product and the goals our client articulate for its design. A tea importer, for example, wants their tea packages to be evocative; a travel tour company promoting Rome will likely want to showcase the attractions of the Eternal City. But sometimes, there are surprises—and they’re frisky and fun.

“Fun” is a particularly difficult concept to define. And one that has an arguable association with safety. Sometime things we think of as fun don’t always keep us safe. What’s fun for one person may be fear-inducing for another. But none of these caveats came into play (pardon the pun) because our ultimate client, in this case, wasn’t a person.

It’s a dog.

I’m guessing I’m not the only one who’s sat at a stop light and cringed, watching the dog hanging halfway out the window of the SUV. Probably “fun” for the dog, but safe? It was this relationship of fun and safety that inspired the invention of BreezeGuard® car window screens. Custom-made, designed to keep pets safely inside your car while allowing in cool breezes—especially important on warm days. In our initial conversations with BreezeGuard® owner and inventor Sue Stipanovich, she noted, “Safety is definitely the #1 priority, but folks who use my product get to travel with their fine, furry friends and have fun!”

WITTY_TYPE

How do designers have fun? Make new worlds, design our own t-shirts, promote favorite causes… or perhaps go back to our typographic roots and create word pictures. We were instructed to do such things in design school. We learned about the type masters, from Giambattista Bodoni to Matthew Carter. We would get assignments to dissect and create typographic illusions. Our goal was to embody the fonts and be possessed by them. We were awed by each type font’s unique superhero powers.

Being empowered by typography, communication is enhanced and unique messages are possible. A logo and brand can become a beacon and almost nothing has to be said to fully understand its meaning.

And look, we’re still up to it today… going to the type-gym for our workouts. With these four illuminated screen-shots we’re using one font and turning it every which way. In this case we’re indebted to the font Bebas Neue created by Ryoichi Tsunekawa.

http://blog.8faces.com/post/103548341771/typographers-typefaces

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