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Book Design and Typography:
The Norm-Crititcal Typography (ISTD merit)

A politically critical disection of the established norms within the field of typography

The Norm-critical Typography is a critical dissection of typographic norms—what we consider to be neutral values in the design world. In way of answering the question ‘Where is here?’ the manifesto aims to challenge their established position in today’s society. The project stems from my personal frustration against the dogmatic and restrictive nature of typographic craft and design today. Through my research it became clear that typographic rules are in fact rooted in discriminating and fascist metaphor involving hierarchy, class, sexism and racial categorisation and are tools of social domination.

My early iterations and design explorations where reactionary in nature. However through the process of making I was forced to acknowledge that in practice (as opposed to metaphorically) most rules are in fact helpful for the designer and reader alike. My design process in turn became less reactionary and more questioning. The result was a research method not a style or an anti-aesthetic.

I’ve typeset the Principles of the New Typography by Jan Tschichold (1928) as the main body of text as it was largely responsible for establishing modernist norms in the field of typography that are still in effect today. The text has been meticulously footnoted with comments that challenge these modernist ideals. Towards the end of the book the main text is disrupted and norms are broken to the point where the New Typography is completely covered up and the Norm-Critical Typography begins—calling for innovative and interdisciplinary methods to reinterpret our reality through design practice.

Book

Posters

Within the book hides a couple of folded pull-out poster with page plan and image index that visualise parts of the norm-critical ethos. The page plan reveals the disruptive sequence of the book. The images – all being secondary so-called ‘trash of the internet’ – are predominately from open-source stock and clip-art databases.

Specifications

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More Work

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Visual Identity:
Bonanza Land

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Web & Motion:
Internet of Things

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Film Promotion:
–Beasts Like Us

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Thesis:
The Carnival Grotesque
–Representations of Femininity in Swedish Feminist Comics

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Web Design:
Fís Film Project

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Opera Promotion
The Fairy Queen by Henry Purcell

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Book Design and Typography:
The Norm-Crititcal Typography (ISTD merit)

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Interdiciplinary major project Sheela na Gigs –In Search of the Gee