A lot happened in the design month of May 2017, there were political themes as for the snap election and various relaunches such as Paul Rand’s Graphic Standards Manual to be reissued. But what I found to be the most interesting element from this article was a section explaining the rise of bespoke typography as co-founder of Ragged Edge, Max Ottignon wrote “Ever since modernism gained momentum in the 50s, we’ve seen a trend towards simplicity in branding and design. It’s had a resurgence recently and – as branding and design work gets simpler – the elements you use need to work harder. This puts more of an onus on functional assets like typefaces to help a brand stand out.
“The next wave could mean more expressive typography, as brands look for greater stand out. For the relaunch of the Great British Bake Off, Channel 4 baked cakes in the silhouettes of their headline typeface. The distinctiveness of the typeface meant it was immediately recognisable.”
I found it interesting that a lot of new design or redesigns are shifting back to a more bespoke and illustrative typography, I believe that this has become rising in popularity because of the rising price of modernist typefaces for example changed there use of Helvetica Neue to one of there own in-house typefaces and saved themselves over one million dollars a year in licensing alone. I also found it interesting in the rise of popularity of ‘unbrands’ in which locations are doing there best to steer away from becoming corporate an example of this is Camden Market with the use of there own Bespoke typeface to make the market a more open and unique location. With the rise of bespoke typefaces I believe there will be a greater gap in the graphic design world as modernism takes a shift, I believe that my contemporary modernist design will be successful by the gap been created.
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