Creative Direction, Art Direction, Graphic Design, Type Design, Conception
Typography has always been essential to graphic design. Designers do not only focus on making reading as enjoyable as possible, but also intend to create moods, reflect values and aesthetic impressions with their work. Typefaces hold the power to communicate more than just the words and sentences they spell. So far, most high-quality and approved typefaces are mainly issued by Type Foundries. In recent years, especially on social media platforms, the genre of independent typeface design by individual non-professionals has emerged. My bachelor’s thesis deals with the curation of typefaces by influential and up-and-coming designers who focus on the aesthetics and emotionally influential power their typefaces hold. NEW AESTHETIC showcases modern typeface design in all its facets; the design is bold, innovative and, most importantly, detached from the conventions of traditional Type Foundries.