Changing Perspectives Асяроддзевая тыпаграфіка by Haley Tebo

Changing Perspectives Асяроддзевая тыпаграфіка by Haley Tebo is a highly esteemed winner of the very prestigious 2020 Бронзавая прэмія A' Design Award in Дызайн графікі, ілюстрацыі і візуальнай камунікацыі Competition Category.

БронзаГрафіка· 2020

Changing Perspectives Асяроддзевая тыпаграфіка

by Haley Tebo

Client: Haley Tebo

Бронзавая прэмія A' Design Award Winner in Графіка Category

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The Design

About Changing Perspectives Асяроддзевая тыпаграфіка

"Changing Perspectives" — гэта інсталяцыя асяроддзевай тыпаграфіі, створаная для шкляных панэляў мастацкага будынка ўніверсітэта. Формы літар выразаны з матавага вінілу і выстройваюцца ў чытэльнае паведамленне, калі людзі праходзяць міма. Паведамленне можна прачытаць з любога боку, таму гледачы спыняюцца і рухаюцца, каб завершыць тэкст. Кожная літара мае прыблізна трыццаць-шэсцьдзесят сантыметраў у вышыню, у залежнасці ад адлегласці да гледача. Святло, якое праходзіць праз панэлі, паўтарае формы літар у выглядзе ценяў і адлюстраванняў. Інсталяцыя запрашае людзей па ўсім кампусе ўзаемадзейнічаць з тыпаграфікай.

The Recognition

About the Бронзавая прэмія A' Design Award

Changing Perspectives Асяроддзевая тыпаграфіка — пераможца Бронзавай прэміі A' Design Award, высокапрэстыжнага прызнання, якое прысуджаецца выдатным дызайнам, што вылучаюцца творчасцю, вынаходлівасцю і праніклівасцю. Бронзавыя пераможцы — гэта ўмелыя і ўражліва творчыя артэфакты, якія пацвярджаюць вялікі вопыт, уяўленне і знаходлівасць сваіх дызайнераў. Чакаецца, што Changing Perspectives Асяроддзевая тыпаграфіка — гэта высока цэнены, захапляльны і любімы прадмет, надзвычай прафесійны і інавацыйны. Гэты дызайн, што атрымаў Бронзавую прэмію A' Design Award, уключае лепшыя практыкі ў мастацтве, навуцы, дызайне і тэхналогіях і выдатны ўвагай да дэталей. Changing Perspectives Асяроддзевая тыпаграфіка цудоўна задавальняе патрэбы, кранае жаданні, зачароўвае пачуцці і ўзбуджае цікаўнасць.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This interactive installation compels the viewer to move in such a way to view the piece differently. As people walk by, the shapes align to form a message, which can be read walking from either direction. Installed on an art building at a university, the piece can be viewed from inside the gallery or across campus and draw people to it. The lighting also reflects the shapes of the typography in the form of shadows and reflections.
Dimensions & Packaging: Each letter of the design is approximately 1-2 feet tall, varying with distance from the viewer.
Tags: Environmental typography, interaction design, user experience, typography, graphic design,
Production Technology: Adobe software was used to create slides that were then projected onto the building. The projector was placed on a ladder at eye-height so it would be convenient for onlookers walking by to read. The shapes were traced with china marker then covered with frosted vinyl and cut out.
Design Challenge: After choosing an approved concept, we addressed the installation process. We could digitally cut out the letters, but they might not align correctly, or we could project it so the alignment was perfect, but would have to cut them by hand. After taping up a to-scale proof of the estimated warp we decided to project the letters because they did not align in the proof. The projection then needed to be done at night and required ladders, multiple extension cords, and for the fountain to be drained.
Research: Researching existing projects inspired aspects of this design but also allowed it to be unique. Scouting local areas to find an optimal environment for the typography, we chose to install on campus for convenience and because of having a strong concept for the space, which included a well thought-out quote that could be read from either direction. The area was measured so a digital mockup could be done to scale. The design was very well received as people complimented it as it was being installed.
Inspiration: Inspired by environmental typography installations that use perspective in a way that the words can only be read from one spot, we wanted to bring this somewhere where a lot of people could interact with typography. We were inspired by the potential we saw in the fountain in front of the our university's art building and the vertical glass panels above it. We used the dimensions of these panels to inform the choice of Helvetica Condensed and people walking from both directions to choose the quote.
Project Duration: Research for this project started in late April 2019. Installation lasted for two weeks in May 2019.
Operation Flow: This installation is unique because it is put into movement as the viewer walks by, compelling them to pause and align themselves with the piece in order to read it. The space builds anticipation as the viewer must move themselves to read the next half of the message. The typography tells a story that parallels the environment it is in, achieving mutual enhancement of the design and the environment.
Team Members: Angeli Leong
Image Credits: Image #1 : Professor Wade Lough, 2019
Image #2 : Professor Wade Lough, 2019
Video Credits : Angeli Leong
Quote used is by Wayne Dyer