Virtual Typography

Featured contributors

8vo

Chermayeff & Geismar

John Maeda

Eugen Gomringer

April Greiman

Pentagram Design

Josua Reichert

Research Studios

Alexander Rodchenko

David Small

Tomato

Why Not Associates

ava publishing sa

[email protected]

http://www.avabooks.ch

BASICS BASICS

Job:01212 Title: Basics typography (AVA)

3rd Proof Page:c ove r

Basics

Typography 01

Matthias Hillner

The Basics Typography series

from AVA Publishing’s Academia

imprint offers an essential

introduction to the subject of

typography and the key elements

that underpin it. Detailed studies

of classical and contemporary

work are used to support basic

theories, making this an essential

introduction to typography in all

its forms.

The first in the series, Virtual

Typography examines visual data

that appear in a near-typographical

form. Typography is the translation

of spoken word into print via a visual

arrangement of words and letters.

In the context of multimedia, this

arrangement is not simply a spatial

positioning of text – it is also bound

by temporal progression.

This book analyses the perception

of this time-based type in the

context of digital media. By

conducting a wide range of case

studies in the field of graphic

design, motion graphics and

digital communications, the

book discusses how the visually

stimulating effect of virtual

typography can be deployed to

counteract the ongoing acceleration

of the written word in digital

environments.

Matthias Hillner was born in

Germany. He graduated with distinction

in Photography in 1994 and received

his diploma in visual design from the

College of Design Schwäbisch Gmünd,

Germany, five years later. In 2001 he

graduated as Master of Arts at the

Royal College of Art and subsequently

worked as a designer for various design

consultancies in London.

In 2005 Hillner received a business

development award from the National

Endowment for Science, Technology

and the Arts (NESTA) and the National

Film and Television School (NFTS)

for starting his own business, the

Studio for Virtual Typography (www.

virtualtypography.com). He uses

a typography-led approach for

developing multimedia and graphic

design solutions. The Studio for Virtual

Typography provides services in the

field of visual communication and

explores the potential of typographic

expression in the context of fine art.

Since 2004 Matthias has lecturered at

Ravensbourne College of Design and

Communication in Kent, at London

Metropolitan University, at Camberwell

College of Arts in London and at the

University of Hertfordshire. In 2006

Amersham & Wycombe College in

Buckinghamshire appointed Matthias

to be Course Leader of BA Applied

Graphic Studies. In 2007 the Royal

College of Art awarded Matthias an

MPhil (Master of Philosophy of Arts).

Featured topics

visual poetry

Dada

Futurism

Constructivism

Bauhaus and De Stijl

concrete poetry

kinetic typography

motion typography

temporal and transitional

typography

information landscapes

virtual typography

communicative stages

static information and motion

graphics

the temporary image aspect

the Pacific Wave

pixel fonts

technology and beyond

word recognition and Bouma

shapes

serial letter recognition

parallel letter recognition

saccadic eye movement

text in time

message and meaning

ambiguity and memory

information overload

the aesthetic characteristics

of virtual typography

the virtual and the digital

01

TYPOGRAPHY

virtual

typography

01

n

characters or letters

that are printed or shown

on a screen

T Y POGR APHY

adj

almost or nearly as described,

but not completely or according

to strict definition

virtual typography

Matthias Hillner

cover 01212_C2.indd 1cover 01212_C2.indd 1 2/28/09 9:41:57 AM2/28/09 9:41:57 AM

ISBN13: 978-2-940373-99-

9 782940 373994

£17.

Job:01212 Title: Basics typography (AVA)

1st Proof Page:c ove r

UK

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