EAN: 9783910265158

NEW AESTHETIC 1

"Design and art are constantly evolving. In both professions  we either risk that our work is
transforming into artifacts from a previous period or we can embrace change  encourage
experiments and produce more meaningful results. New Aesthetic is looking at experimental and
independent type design as an intersection of art and design. Typography has established itself
in our graphic work culture as an essential component¿-¿whether in print or on screen¿-¿serving
to strengthen visual messages. The traditional form of type was built around the way we read
and write. However  we live in a time of transformation and adaption: Our world is experiencing
great changes and our habits shift to accommodate new technologies as they appear. As designers
our creative process mirrors how we use our imagination to shape modern visual communication 
it brings in a dash of visual surprise  and breaks the conventions we are used to. What if we
saw typography in a more playful context  and not necessarily as a final outcome but rather an
experimental process? There is potential in blurring and obfuscating the lines of legibility
and practicality  pushing the boundaries of emotional expressiveness and allowing for unusual
approaches in modern design. Typographic systems can be read in different ways  and every
designer is using different styles and is forming new shapes and meanings for users and readers
to interpret. The way typefaces interact with individual words can be considered an art form in
itself. New Aesthetic is interested in creating an environment where the expressive side of
typography design comes together and strives for original solutions instead of seeking
traditional perfection." The Editors

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