After the cheerful get-together that concluded day one, you might have needed to start the second day of TYPO Berlin with an extra dose of caffeine to prepare yourself for more keynotes, Brand Talks, and hands-on workshops.
Just glancing around the venue, you can’t help but notice the energy generated from the coming together of creative speakers and attendees alike, all in one space. These kinds of in-real-life interactions trigger the exchange of knowledge that leads to insightful conversations and debate on topics like fonts, imagery, and user-generated content.
Type is »en Vogue« – Elizabeth Carey Smith
Elizabeth Carey Smith is always looking for genuine connections and fell in love with the fusion of two influential forces: fashion and typography. Through research and interviews with top NYC fashion art directors, editorial design directors, and the Met Costume Institute, she flicked through her research with us.
Elizabeth Carey Smith welcomed a full hall of enthusiastic attendees this morning in the Hall at TYPO 2018, inciting talk about typography and branding—or perhaps the lack thereof within historical trends. This was particularly noticeable in early editions of Vogue, where the typographic treatment used on the covers changed vastly between issues. She went on to discuss how the use of typography has developed over the years to work harmoniously alongside fashion photography, and not distract or compete with it.
What’s next in branding?
»We’re known as the fun industry, but how many fun stories have you told in the past week? Too often, we tell stories about revenue and risk. But those don’t motivate people. Talk about the fun. Energy is contagious.« Alex Mecklenburg, Brand Talks Keynote 2018
Brand Talks have returned! This year’s program featured brand strategists and decision makers from twelve leading branding agencies, presenting projects with their A-list clients. Each speaker shared exclusive, behind-the-scenes looks into their latest work, developing new visual identities, with a focus on how modern brands can respond to being in a constant state of change. The projects triggered the audience with inspiring success stories, and offered insights into the latest trends in fonts, imagery, and user-generated-content.
The lesson? Listen to your customers, adopt an agile approach, and build trust through a unified voice. Or as Ilke Rangette of E.ON put it, “Identity matters, but customers matter more.”
No plan needed – dina Amin
dina Amin (she doesn’t like the capital D) follows a no-plan plan. Disappointed that many of the products we designed ended up in landfills, she quit her job as product designer, took inventory of her life and started to pursue what had always fascinated her: taking things apart. Her project #tinkerfriday documents her stop-motion experiments online. Her process? »I just stare at the
parts until I see something that makes me laugh.«
Born and raised in Egypt, dina faces stereotypes and cultural expectations, which trigger the recurring theme of privilege in the stories she tells. Her talk touched everyone in the room—leaving us with lots to think about.
Photos: Iris Ran Aegisdottir, Gerhard Kassner, Norman Posselt & Sebastian Weiß
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