Graphics Reference
In-Depth Information
Metaphorical thinking. In language, a
metaphor is a subset of analogy, a figure of
speech suggesting that something appears,
sounds, or behaves like something else.
Letterforms can suggest objects and ideas
beyond their function as symbols for spoken
language. They possess visual qualities and
can be manipulated to suggest other objects,
sounds, and images. Typographic metaphors
are derived through any number of syntactic
manipulations, including those of spacing,
position, rhythmic sequencing, and color.
Metaphorical thinking is a conceptual process
focused on finding relationships between
dissimilar ideas and objects; some are highly
abstract, others more concrete. Metaphors are
successful when the mind makes a conceptual
leap and perceives shifts in context. New
contexts are established when visual signs
are combined to make new signs or when
the mind makes an association based on
past experience. Fragmented and exploding
letterforms suggest fireworks; forms organized
into a syncopated rhythm imply a jazz
orchestra. Every typeface is also a potential
metaphor capable of suggesting meaning
beyond the mere content of the words and
text. Some typefaces march, others dance
(Figs. 12-14 and 12-15 ).
12-14 Reorganizing
letters in the word
redundancy translates
into a typographic
metaphor of the word.
(Designer: Todd Timney)
12-15 The typeface
Dutch Doubles , with
designs by thirty-seven
Dutch type designers.
Designers of the selected
letters and symbols
shown:
A: Jacques Le Bailly
I: Assi Kootstra
K: Sander Kessels
M: Marc Lubbers
O: Harmen Liemburg
P: Peter Bil'ak
S: Swip Stolk
T: Richard Niessen
Y: Mark van Wageningen
?: Rutger Middendorp
*: Martin Majoor
. , __ . : Max Kisman
 
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