AIGA Quoted – Dali Experimental type design

AIGA [American Institute of Graphic Arts] invited creative studio Superfried to contribute to their daily Quoted series. Selected creatives submit a typographic interpretation of five famous design-related quotes to appear on the home page for a week Monday to Friday.

Most creative studios had developed a single creative solution to be applied across all five days. I decided to buck the trend. So I developed bespoke typography for each quote.

Have no fear of perfection – you'll never reach it.
Salvador Dali

An experimental, unused design style provided the starting point for this quote. The twisting, optical illusion effect was apt, but as a big fan of Dali, it was important to take this further. As a tribute to his style, and to add a sinister undertone, the letterforms liquefy and become progressively ambiguous. To add an element of surrealism stone textures were implemented for the wording, a rather unlikely material to melt.