In a world where design often feels like it's stuck in a time loop, the German design studio Matter Of dares to ask: Are we still living in the shadow of 20th-century typographic principles? Their new book, New New Typography, challenges the status quo and invites us to embark on a journey of typographic exploration and innovation.
Unsettling the Established
Matter Of, led by designer Wiegand von Hartmann, is at the forefront of a typographic revolution. They're not just questioning the established norms; they're actively dismantling them. The book's title, a playful nod to Jan Tschichold's original 'new typography,' hints at a deeper exploration of what it means to be 'new' in an ever-evolving design landscape.
The aesthetic of New New Typography is a bold statement in itself. With its minimalist black-and-white print and disruptive cerulean accents, it's a visual rebellion against traditional design norms. The use of different sans-serif typefaces throughout the book raises intriguing questions: When does a typeface become 'new' or 'different'? It's a clever reflection on the evolution of iconic typefaces like Helvetica, pushing us to reconsider our definitions.
A Collaborative Smorgasbord
What makes this project truly fascinating is the diverse range of collaborators. Nearly 100 designers, artists, and thinkers have come together, offering a smorgasbord of perspectives. From Adel Faure to Workbyworks, the book showcases a rich tapestry of design history, from illustrated typefaces of the 17th century to cutting-edge type design inspired by body scans.
One of the book's key insights is the evolution of writing's priorities. Old writing focused on beauty, while modern writing leans towards legibility. But what about the 'new new'? Is it about malleability, style, or something entirely different?
An Anti-Manual for a New Era
Described as an anti-manual, New New Typography presents a speculative and adventurous take on typography. With 243 figures and six theoretical proposals, it's a bold exploration of the impossible: an overview of typography's endless possibilities. It challenges the idea that a typographer is just a designer; perhaps they are also political negotiators, shaping the systems that influence our visual language.
In my opinion, this book is not just about typography; it's a commentary on the nature of progress and innovation. It invites us to question, explore, and imagine. In a world that often seeks definitive answers, the mere act of daring to imagine the future is a powerful statement. So, are we stuck in the past? Matter Of says no, and their New New Typography is a bold step towards a future where design knows no bounds.
A Step Towards the Unknown
This project is a reminder that design, like any creative field, thrives on disruption and innovation. By challenging established principles, Matter Of opens up a world of possibilities. It's a step towards an unknown future, where typography is not just about form but also about the complex interplay of history, culture, and our ever-evolving visual language.
