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Can I have a quick word (art)?

15th July, 2020
Photo by T on Unsplash

If I were type to “Typographic Art” into Windows circa 2005, a small paperclip icon would probably pop-up, pronouncing that I appear to be looking to create typographic art. It would then offer a handy function for creating something nondescript. Easy but not good for what talks about you. That’s not what Prynty is about.

Typographic art is familiar to us but also alien at the same time. It’s everywhere but hides in plain sight. There’s a lot tied into typographic art. The most crass description is that it’s just words on a page or poster, however it must be more than that to be ‘art’. Writing some text and whacking a bit of perfunctory clip art onto it? That’s a Q.4 sales figures projection presentation, not art.

Gutenberg, Glaser and Sher. Very famous names but they’re not the actor from Police Academy, the description of a night on the town gone wrong or the person who sang ‘I Believe’. They’re examples of people who’ve created beauty through typography.  Garamond isn’t just a font you hardly use on your e-mails but a person; a creator of a font, a publisher. Stanley Kubrick lauded the Futura font as perfect and would argue with his assistant, Ken, who believed that Monotype Bembo 2.70 was the answer to all life’s typesetting ills. Wes Anderson is currently the world’s most famous living proponent of Futura to the point where the font is an essential part of the film-maker’s style right up to the point of self-parody.

Form and function are going beyond mere necessity to become something more… Interesting.

Typography has been around since the 15th century. Evolving from being the primary technology solution in order to mass release the hot new tome of the day,’The Bible’, to being an essential part of our digital world. The digital platforms of today offering the ability to create and self publish is the same evolution and extension of the change to move able blocks on the Gutenberg press replacing hand written copying/publishing by monks.

Words as art are part of the world we live in; Barbara Krugger’s famous use of Futura in her work was “borrowed” for Supreme’s cult clothing range whose branding is world famous. The ubiquity of “Keep Calm and Carry On” tells us a lot about how simple words when printed and displayed become something more to us based on our experience of living with them. This can also be seen in Milton Glaser’s world famous ‘I Heart NY’.  These are words that they have lifted  off the page to translate into some instantly recognisable, beautiful and timeless.

We want help you create something you love to.