1. AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design The Ohio State University

2. AIGA Revolution 2005 In the spirit of revolution A change in the way of thinking, behaving, and seeing Type in Motion is (r)evolutionary

3. AIGA Revolution 2005 Expansion of the Field A burgeoning body of knowledge A design vocabulary New tools / media Communication channels

4. AIGA Revolution 2005 Typography is the art and technique of creating and composing letterforms d o g

5. AIGA Revolution 2005 dog o g Certain arrangements will convey different meaning

6. AIGA Revolution 2005 d o go The progression from abstract to concrete creates intrigue, possibility, and communication

7. AIGA Revolution 2005 o god But typography is not inherently kinetic Letterforms are generally meant to be static, flat, upright, and high resolution

8. AIGA Revolution 2005 good But letterforms can exist and communicate in the kinetic realm

9. AIGA Revolution 2005 Typographic message Semantic, denotive, connotative representation Color and texture Shape

10. AIGA Revolution 2005 miss ng sink

11. AIGA Revolution 2005 Typographic message Semantic, denotative, connotative representation Color and texture Shape Motion... another dimension

12. AIGA Revolution 2005 Type in motion Activates a variety of thoughts, images, and meanings Both in semantic and episodic memory systems Personal and collective representations trigger a complex sequence of reactions known as emotions

13. AIGA Revolution 2005 Hypothesis Time based typographic communication may broaden the emotional stimulus in receivers Kinetic typography, within an appropriate context can enhance meaning and degrees of communication

14. AIGA Revolution 2005 Static pingpong

15. AIGA Revolution 2005 Versus kinetic

16. AIGA Revolution 2005 Early investigations Happy Fearful Agreeable Disgusted Interested Sad Surprised Angry Static vs Kinetic

17. AIGA Revolution 2005 Early investigation

18. AIGA Revolution 2005 Results Development of a course: Type in Motion An exploration of this different dimension A segue to interactive media

19. AIGA Revolution 2005 Pedagogy Visualizations over time Principles of animation Critical analysis of motion aesthetics Narrative

20. AIGA Revolution 2005 Core Type Time Space

21. AIGA Revolution 2005 Design strategy Metaphor Personification / interpretation Dialogue Duality Abstract to literal

22. AIGA Revolution 2005 Design strategies Composition Foreground / background Depth Rotation Direction / speed Orientation

23. AIGA Revolution 2005 Expanding the Typographic Vocabulary: Results of Teaching Click on an image to view Type in Motion…

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33. AIGA Revolution 2005 Conclusions Type in motion has a broad range of exciting applications Amplifies emotion Enhances communication Moves the medium beyond ‘flying type’

34. AIGA Revolution 2005 Thank you Saul Bass Jeff Bellantoni and Matt Woolman Frank Armstrong …and the curious

35. AIGA Revolution 2005 Expanding the Typographic Vocabulary: Temporal Narrative and Type in Motion R. Brian Stone, Associate Professor Department of Design The Ohio State University