“The craft of the typographer, like any other, necessarily reflects the times. The age gives him the means with which to satisfy the needs the age creates. There are two sides to typography. First,it does a practical job of work: and second, it is concerned with artistic form. Both these aspects, the utilitarian and the formal, have ever been true children of their day and age; sometimes form has been accentuated, sometimes function and in particularly blessed periods form and function have been felicitously balanced.”
— Emil Ruder
With every typographic project, it is important to balance between form and function. In a team, Amir Houieh, Gabor Kerekes and me, have asked ourselves the question what this balance would be in the process of making a poster. During the process of this research, we have created series of 21 items. We have questioned the value of cooperation while creating something such as one single canvas, and decided that working in a chain would be the most productive method. By working simultaneously on another subject and passing it on, we have combined craft and generic processes. We have created every item of this project according to the following points:
* We are similar to the life of the Phoenix. We construct a reality, then let it burn to ashes. From these ashes then arises a new life.
* We are the components of a machine outputting typography. Work will be created collaboratively in a chain.
* We will respectively execute the following steps: Construct – De-construct – Reconstruct.
* The machine has to keep running continuously. We will only have one week for each step.
* We work intuitively; we let surprises happen.