Virtual Typography

3.5

3

Job:01212 Title: Basics typography (AVA)

1st Proof Page:74

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Typography, information and communication: 3.5 Towards a defi nition of virtual typography

3.4 Static information and motion graphics

Towards a defi nition of virtual typography

More4 – Brett Foraker, Jason Smith and Spin

Digital television channel More4’s campaign uses a

photographic image scenario for embedding the typographic

elements. However, drawing a line between image and type

becomes even more diffi cult where the image component is

abstract to begin with. The More4 campaign is the result of

a close collaboration between Brett Foraker, Jason Smith of

Fontsmith in London, and Spin, the agency that created the

visual identity for More4. The television identity uses nothing

but graphic shapes to construct a logo over time. It is striking

how the minimalist composition of the More4 logo lends itself

to extensive variations in its graphic animation. The level of

ambiguity is again taken to extremes. The number

4 is diffi cult to recognise even when its graphic components

come to a halt. In the process of its transition, the word

‘more’ appears bit by bit within the shape of the number

4 through a process of degressive masking.

Job:01212 Title: Basics typography (AVA)

1st Proof Page:74

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