Virtual Typography

6.2

6

Job:01212 Title: Basics typography (AVA)

1st Proof Page:142

001-184 01212.indd 142001-184 01212.indd 142 12/19/08 3:13:18 PM12/19/08 3:13:18 PM

The signifi cance of ambiguity: 6.2 Time-based ambiguity

6.1 The medium and the message 6.3 Ambiguity and memory

Time-based ambiguity

The Future of Croydon exhibition – Studio for Virtual Typography

In 2004 the London Borough of Croydon in south-east

England commissioned the Studio for Virtual Typography

to develop a design solution to raise awareness of Croydon’s

ambitious development plans. The Studio for Virtual

Typography created a three-dimensional house-style font

(which was later named Wireframe) in order to give Croydon’s

residents and visitors a sense of unity and identity. This new

typeface led to the design of a series of typographic

sculptures to be spread throughout the town. Even though

they were never produced, the designs were exhibited to

the local community as part of ‘The Future of Croydon’

exhibition. The ambiguous and intriguing appearance

of the typographic sculptures was meant to disrupt people’s

restless fl ow of daily activities and to persuade them to

explore the typographic objects from different angles.

But rather than providing time for aesthetic contemplation,

the typographic sculptures would probably have increased

the existing stress and emotional tension caused by

the town’s confusing architectural environment. Busy

environments do not always lend themselves to the

implementation of virtual typography.

Job:01212 Title: Basics typography (AVA)

1st Proof Page:142

001-184 01212.indd 142001-184 01212.indd 142 12/19/08 3:15:30 PM12/19/08 3:15:30 PM