Jan Tschichold

"Contrast is perhaps the most important element in all modern design"

For Graduate Design Studio I, I was asked to animate the above quote by typographer Jan Tschichold.  The assignment encouraged me to pay close attention to how rhythm, motion, and sound could amplify or subvert the meaning of a text. I went for a literal approach, constructing the quote through time in a style reminiscent of Tschichold’s early work.

Contributions

Concept
Visual Design
Animation

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Collaborators

Timeline

3 weeks

Brief

Following an initial assignment where I explored the expression of the quote on the printed page, I was asked to work with the additional element of time, while also considering how sound can work as an integral part of the piece.

Process

Exploration

I spent time familiarizing myself with the quote, repeating it over and over and experimenting with different cadences. I then immersed myself in Tschichold’s work and found myself drawn to his early Modernist designs.

Animation

I experimented with the concept of a composition forming over time and worked with the aesthetic of Tschichold’s “Die Frau Ohne Namen” poster. I started my process on paper, but quickly moved to the screen so I could get a feel for the time and speed of the piece. I wanted to support the meaning of the quote, so I emphasized the concept of contrast throughout the piece.

Solution

After failing to find an appropriate piece of music from Tschichold’s period, I decided on Dave Brubeck’s “Take Five.” The piece has just the rhythm and feel I imagined, making the final animation fun, quick, and lively.

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Download Presentation (PDF)
Download Process Book (PDF)
Samples of Jan Tschichold's early work
A shot from the final animation
A shot from the final animation
A shot from the final animation