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Our visual communication is mainly based on typographical experimentation; in SKE! CREATIVE’s Division, according LOOP, Typography is the communication vital element: suggestions, emotions and intentions are communicated even without the use of images or icons of various kinds; the word, written with a specific font, has a certain shape and combined with color and layout, it is possible to communicate any message effectively. This obviously does not erase the use of images that must be included in the graphic project, managing a compositional balance between image and word.
This balance gives a nod to the ‘900 great avant-gardes, that revolutionized use
of the compositional cage, breaking it down, as did the Russian Futurists or Constructivists or as the Swiss School and the Bauhaus have taught the world how the wise use of the cage can lead to incredible works.
Today in actual image society we’re living, in the immensity of characters created and made available for free, why go into the Type Design?
1. Love of Typography
2. Typography is a living matter: a plus or minus sign give the whole value system and feelings to communicate
3. Typography allows to create a multi-level visual language, able to stay in times and different spaces
4. Through Typography, it’s possible to get often an emotional response before user reads the message
5. With the Typography, an identity system is created to solve any possible problem space saving on screen and in-print.
These 5-points broadly represent the Creative Philosophy of LOOP, seeking the way of typographical and artistic research/experimentation in communication.