Lecture 4 - The History of Type - Part 2

Following on from last weeks introduction to the history of type, this weeks instalment focused on the evolution of type through modernist and post-modernist values. 

TYPE AND COMMERCIALISM

The Bauhaus drove the commerciality of type through a 'form follows function' approach. This idea interests me as it demonstrates the interplay that type has with the reading and understanding of language. Products that are to be sold in multiple countries require multiple visual language tools and type becomes the pivotal component in each tool, The mass production and mass industrialisation that took over after WW2, undeniably begged for type as a means to promote, sell, and use products. 

TYPE AND CULTURE

This increasing functionality of type is challenged by post-modernist values though, where a 'rip it up and start again' approach was in action. Discernible in punk artwork by Jamie Reid, this non-conformist approach explores disjointed language and inconsistent typefaces.

I am interested to consider this transgression in light of popular culture and the place of the emoji. While emoji's neglect words and type for pictures, their codes are in fact made up of symbols that seem to echo early alphabets. I then question whether type has lost prominence in modern culture, or rather has gone full circle to its beginnings.