
H5 (François Alaux, Hervé de Crécy & Ludovic Houplain), Logorama, 2009, © Autour de minuit, Paris |

Kevin Blanc, Tiger Dust, music video for Yello, 2009, © Yello

H5 (Antoine Bardout-Jacquet & Ludovic Houplain), The Child, music video for Alex Gopher, 1999, © by the authors

H5 (Antoine Bardout-Jacquet & Ludovic Houplain), The Child, music video for Alex Gopher, 1999, © by the authors

Jenny Holzer, Visitor Center Novartis Campus, 2006/07, © 2006 Jenny Holzer, member Artists Rights Society (ARS), NY

NoDesign.net, Jean Louis Fréchin & Uros Petrevski, Wanomirror, interactive mirror, 2009, © by the authors

MK 12 / FX Cartel, Stranger than Fiction, film still from the opening credits, 2007, © Participant Media

Kyle Cooper / Imaginary Forces, Se7en, film still from the opening credits, 1995 © Imaginary Forces

Saul Bass, North by Northwest, film still from the opening credits, 1959, © Metro-Goldwyn-Mayer
Type in Motion
February 2 - May 22, 2011
Whether on the computer screen, on television or even on building facades – through the digitalization of everyday life we regularly encounter type in motion. The exhibition in theMuseum für Gestaltung Zürich shows these new ways of reading the world.
The digitalization of everyday life has led to the situation that everywhere today we see words, sentences, or indeed entire texts, that move – whether it be on the computer screen, on television or on the facades of buildings. Designers employ considerable ingenuity to use dynamic typefaces in very different kinds of appliances. In this way they expand and change the ways in which we can “read the world”. We react more attentively, we obtain a great deal of information, much of it constantly updated, on a small surface area, or we are entertained in a surprising way. Often the rhythm of these texts is harmonized with music or sounds that we hear at the same time.
This exhibition shows for the first time the most important tendencies in the field of type in motion, using music videos, title sequences from feature films as well as inter-active space installations. These focal points of the extensive universe of dynamic typography are surrounded by commercials and short films, media facades, motion graphics for TV and radio, digital post-cards and logos from all over the world.
Rhythm and Music
The moving text in a moving image is often closely linked with music. In music videos this is particularly visually and acoustically obvious in the case of song texts that can be read and heard simultaneously, heightening each other’s effect and at times inviting us to sing along. Ever since Bob Dylan’s epoch-shaping “Subterranean Homesick Blues” from 1967 and the first music videos of the 1980s this connection has lost nothing of its apparent attraction. Clips for Prince, Alex Gopher, No Doubt, Wir sind Helden, Kanye West or Yello show that this development has grown to cover all genres and styles of music.
Feature films and advertising
At the start of a feature film there is usually a title sequence that, through its content and design, sets the mood for the world of the respective work. The often substantial amount of text about the persons involved in the film, which today is usually found in the credits at the end of the film and thus forms an elaborate final motif, can, with help of animated typeface, be presented in an attractive form. Like in an advertising film the design possibilities extend from a sober and functional kind of lettering to playful or monumentally and spatially invasive typographical presentations.
Public space
Media facades that dominate entire buildings have been attracting increased attention in urban space for quite some time now. For instance the eBoard, which is replacing the printed poster more and more and allows changing texts to achieve a high density of information on a limited surface area. A further advantage is that the contents of the texts can be kept up to date. The additional aspect of movement expands outdoor advertising to include striking new qualities. With around 120 works by over 80 designers the exhibition “Type in Motion” offers a wide ranging report on these significant changes in the contemporary communication and media worlds. Using experiments with lettering presented in the form of interactive installations, the exhibition also allows us a glimpse of the future.
For more information please visit: Museum für Gestaltung Zürich