In the new computer age, the proliferation of typefaces and type manipulations represents a new level of visual pollution threatening our culture. Out of thousands of typefaces, all we need are a few basic ones, and trash the rest.
The Vignelli Canon, p. 56
For many years now, I haven’t done a single logo. The reason for that may be that every time a client wanted a logo I’d say something silly like ‘If you don’t have identity a logo won’t help you’ – after which the client would walk away.
This has not been a very responsible behavior on my side – and I decided to change my mind. Now I think I should do logos, even if I don’t know why I do them, because, as I now believe, if you keep on looking, you will finally find out what is it that you’re looking for.
In phenomenology, the environment is concretely defined as “the place”, and the things which occur there “take place”. The place is not so simple as the locality, but consists of concrete things which have material substance, shape, texture, and color, and together coalesce to form the environment’s character, or atmosphere. It is this atmosphere which allows certain spaces, with similar or even identical functions, to embody very different properties, in accord with the unique cultural and environmental conditions of the place which they exist. Phenomenology is conceived as a “return to things”, maneuvering away from the abstractions of science and its neutral objectivity. Phenomenology absorbs the concept of subjectivity, making the thing and its unique conversations with its place the relevant topic and not the thing itself. The man-made components of the environment become the settlements of differing scales, some large—like cities, and some small—like the house. The paths between these settlements and the various elements which create the cultural environment become the secondary defining characteristics of the place. The distinction of natural and man-made offers us the first step in the phenomenological approach. The second is to qualify inside and outside, or the relationship of earth-sky. The third and final step is to assess character, or how things are made and exist as participants in their environment.