Typography is the art and technique of arranging type in order to make language visible. The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), adjusting the spaces between groups of letters (tracking) and adjusting the space between pairs of letters (kerning). Type design is a closely related craft, which some consider distinct and others a part of typography; most typographers do not design typefaces, and some type designers do not consider themselves typographers. In modern times, typography has been put into motion—in film, television and online broadcasts—to add emotion to mass communication.
This project was a response to a live brief to promote environmental awareness among teens. The posters use idiomatic phrases which can be seen to focus on different environmental issues. ‘Sticky Situation’, referring to the BP oil spill, is accompanied by text on pollution; ‘Take a Deep Breath’ focuses on clean air; ‘Remember our Roots’ reminds the viewer of global warming; ‘Dirty Talk’ alludes to waste; and ‘On Thin Ice’ is a reminder of the melting polar ice caps. The type itself is made from unusual materials which reflect the phrases.