Examples of ‘built’ Typography in Creative Projects
Modern Advertising has to catch your eye and interest if it is to get cut through in the jungle of modern media. Modern advertising campaigns have to work across all media from traditional print, social media, Tv, Web and Radio. To be influential and effective in all of these spheres is challenging. To reach this level of effectiveness the campaign has to be creative for its impact and to be able to work across such a broad spectrum of media. To create such effective media takes experience and tactical insight.
Built Typography is a mashup of traditional typographic fonts and everyday materials. This mashup or Gestalt creates a visual impact in whatever medium it is used in. It lends itself to playful and childlike expressions, however this shroud of naive is an excellent vehicle to carry important and intricate messaging. Just like many fairy tales, whose stories can be interpreted on many levels.
Typography can be translated and transformed into many forms, however a ‘built’ typography is usually made from components in ways that would not be normally considered as typographic or font lite, however the intelligent use of components enables the mind to make the cognitive leap to ‘seeing’ a font in amongst everyday items.
Some great examples of built typography can be seen in modern advertising. Some advertisements can be very effective in their literal translation and use of the medium, for example this English Advertisement for a chain of butchers. It uses raw meat to create a textural and tactile impression in the layout and design of the ad moving the font off the page and creating a surprising three dimensional effect.
dapibus leo.
One of my favourite examples of built typography is this use of tangled telephone cable that spells out depression. I believe it is for a helpline for people suffering from depression and anxiety.
The use of the minimalistic black and white photograph of the telephone and the stretched and tangled line creates a sense of the stark reality of depression. The tangled cable creates a feeling of tangled complexity. A symbolism of how simple things can easily become complicated in a state of depression. this clear visual metaphor is what makes this ad so striking. The combination of the visual clarity and the succinctness of the message enables this ad to have immediate cut through.
This last image was used as a public service initiative to get New Yorkers to be more active and to start walking to improve their overall fitness and wellbeing. The word “WALK” is made up from sneakers a crossing sign and a stroller. All visual clues to who should be walking.
I love built typography because it always reveals very clever visual crafting and a smart use of materials drawn from the world around us.
