AIGA Quoted – Graves Experimental type design

AIGA [American Institute of Graphic Arts] invited creative studio Superfried to contribute to their daily Quoted series. Monday to Friday each week, a designer is selected to submit five typographic designs of famous design-related quotes to appear on the homepage.

The common approach by most creatives was to develop a single design style to be applied across all five quotes. I like to make things hard for myself, so I decided to create bespoke typography for each quote.

If I have a style I am not aware of it.
Michael Graves

Focusing on the quote, the idea of being 'unaware' was interesting. This was carried forward into a physical form. Splitting the quote and placing each half on a different plane suggested each section of the statement could be literally unaware of the other.

To add further distinction, for the typography one of my own typefaces – Slash – was employed. The blocky aesthetic of the experimental, typographic design worked perfectly on the angled planes of the cubes beneath.