Unit 1 Part 1 – Socially Motivated Typography September 15, 2011Posted by Kaleena Tucker in : Unit 1 , trackback
Designer’s Couch (http://designerscouch.org/view-collection/Type-Served-IV-69-Inspirational-Typography-138) is a cool website that houses a collection of inspirational typography, among other things. That site is where I discovered the UN’s 2015 Millennium Campaign to End Poverty. A detailed viewing of the campaign can be found here: http://hyperakt.com/work-detail/167 . The work was created by ad agency Y&R and is a good example of a socially motivated typographic design solution because it connects with its viewers on two levels: macro and micro. On the micro level, it appeals to our intellect. Repetition of people is used to build each letterform – creating visual texture and tonal qualities, as well as building the foundation for the idea that it takes people from all round the world to make a difference.
It is at the macro level that we are able to understand the “Make It Happen” message that Y&R Design Director, Greg Crossley developed. In red, words like: “Eradicate,” “Achieve,” and “Make” connect emotionally with the audience. They are all verbs, suggesting action on the part of the viewer.
The emotional response that we might have is probably due to the fact that at the core of this message is an uncomfortable truth. The truth is, the fight to end poverty is often a cause that we excuse ourselves from participating in because we don’t always see it in our neighborhoods. And without it staring at us in our face, we are blissfully blind to its existence in our larger communities and beyond our borders. This campaign tells us in a direct way that we cannot simply be idle. We must act if there is ever going to be a difference.
A dynamic sum of its parts – both in message and execution, the typographic solution presented in this campaign is hard to ignore.