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texts texts texts


Table of Contents Eight Texts

Part I: Classic Typography Goal: Optimum Reading Experience

Three Key Ideas, Jean Piaget

1

Untitled, e.e. cummings

2

Spoken and Written, Ferdinand de Saussure

3

Quotes from The Year of Magical Thinking, Joan Didion

4

Einstein’s Dreams Excerpt, Alan Lightman

5

Victory Speech, Barack Obama

6

Eleventh Aphorism, Lao-Tse

7

Design, not art, Erik Spiekermann

8

Part II: Constants and Variables Goal: Unity and Diversity

Three Key Ideas, Jean Piaget

9

Untitled, e.e. cummings

10

Spoken and Written, Ferdinand de Saussure

11

Quotes from The Year of Magical Thinking, Joan Didion

12

Einstein’s Dreams Excerpt, Alan Lightman

13

Victory Speech, Barack Obama

14

Eleventh Aphorism, Lao-Tse

15

Design, not art, Erik Spiekermann

16

Part III: Form & Space Variables Goal: Experimental Investigation

Victory Speech, Barack Obama

17-24


Part I - Classic Typography Goal: Optimum Reading Experience


Three Key Ideas Jean Piaget

As a first approximation, we may say that a structure is a system of transformations. Inasmuch as it is a system and not a mere

collection of elements and their properties, these transformations

involve laws: the structure is preserved or enriched by the interplay of its transformation laws, which never yield results external to the system nor employ elements that are external to it.

In short, the notion of structure is comprised of three key ideas;

the idea of wholeness,

the idea of transformation, the idea of self-regulation.

1

24


Untitled e.e. cummings Buffalo Bill’s defunct who used to ride a watersmooth-silver

stallion

and break onetwothreefourfive pigeonsjustlikethat

he was a handsome man

and what i want to know is

how do youlike your blueeeyed boy Mister Death

2

24

Jesus


Spoken and Written Ferdinand de Saussure

Language and writing are two different systems of signs;

the only purpose of the latter is to represent the former.

with the connection between the written and spoken word–

Linguistics is not concerned

its sole object is the latter: the spoken word.

But the written word is so closely bound up with the spoken, whose im

age it is,that it is increasingly arrogating the main role to itself/

Ultimately the point is reached where more importance is attached

to representation of the spoken sign

than to this sign itself. It’s like thinking that to know someone, It is

better to look at his photograph than his face.

3

24


Quotes from The Year of Magical Thinking Joan Didion

“Grief turns out to be a place none of us know until we reach it. We

anticipate (we know) that someone close to us could die, but we

do not look beyond the few days or weeks that immediately follow such an imagined death. We misconstrue the nature of even those

few days or weeks. We might expect if the death is sudden to feel shock. We do not expect this shock to be obliterative, dislocating

to both body and mind. We might expect that we will be prostrate,

inconsolable, crazy with loss. We do not expect to be literally

crazy, cool customers who believe their husband is about to return and need his shoes.”

“I’m not telling you to make the world better, because I don’t think that

progress is necessarily part of the package. I’m just telling you to

live in it. Not just to endure it, not just to suffer it, not just to pass through it, but to live in it. To look at it. To try to get the picture.

To live recklessly. To take chances. To make your own work and

take pride in it. To seize the moment. And if you ask me why you

should bother to do that, I could tell you that the grave’s a fine and private place, but none I think do there embrace. Nor do they sing

there, or write, or argue, or see the tidal bore on the Amazon, or

touch their children. And that’s what there is to do and get it while

you can and good luck at it.”

4

24


Einstein’s Dreams Excerpt Alan Lightman 14 April 1905

In the world in which time is a circle, every handshake, every kiss, every

birth, every word, will be repeated precisely. So too every moment that two friends stop becoming friends, every time that a family

is broken because of money, every vicious remark in an argument

between spouses, every opportunity denied because of a superior’s jealousy, every promise not kept.



And just as all things will be repeated in the future, all things now

happening happened a million times before. Some few people in every town, in their dreams, are vaguely aware that all has

occurred in the past. These are the people with unhappy lives, and they sense that their misjudgments and wrong deeds and bad luck have all taken place in the previous loop of time. In the dead of night these cursed citizens wrestle with their bedsheets, unable to rest, stricken with the knowledge that they cannot change a

single action, a single gesture. Their mistakes will be repeated

precisely in this life as in the life before. And it is these double unfortunates who give the only sign that time is a circle. For

in each town, late at night, the vacant streets and balconies fill up with their moans.

5

24


Victory Speech

November 4, 2008 Barack Obama

Hello, Chicago. If there is anyone out there who still doubts that America is a place

where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer.

It’s the answer told by lines that stretched around schools and

churches in numbers this nation has never seen, by people who

waited three hours and four hours, many for the first time in their lives, because they believed that this time must be different, that their voices could be that difference.

It’s the answer spoken by young and old, rich and poor, Democrat and Republican, black, white, Hispanic, Asian, Native American, gay, straight, disabled and not disabled. Americans who sent a

message to the world that we have never been just a collection of individuals or a collection of red states and blue states.

We are, and always will be, the United States of America. It’s the answer that led those who’ve been told for so long by so many to be cynical and fearful and doubtful about what we can

achieve to put their hands on the arc of history and bend it once

more toward the hope of a better day. It’s been a long time coming, but tonight, because of what we did on this date in this election at this defining moment change has come to America.

6

24


Eleventh Aphorism Lao-Tse Thirty spokes meet the hub,

but it is the emtiness between them that makes the

Essence of the wheel. From clay pots are made, but it is the emptiness inside them

that makes the

Essence of the pot. Walks with windows and doors form the house,

but it is the emptiness between them that makes the

Essence of the house. The principle: The material contains usefulness, the immaterial imparts essence.

7

24


Design, not art. Erik Spiekermann

“Design is first and foremost an intellectual process. Contrary to popular belief, designers are not artists. They employ artistic methods to visualize thinking and process, but, unlike artists, they work to

solve a client’s problem, not present their own view of the world. If a design project, however, is to be considered successful–and

that would be the true measure of quality– it will not only solve

the problem at hand, but also add an aesthetic dimension beyond

the pragmatic issues. I consider design not to be a series of creative one-offs, but an integrated process, from planning the appropri-

ate communications strategy to designing functional and beautiful objects as well as for example implementing electronic stationery on client’s systems. What clients say and what designers hear are too often very different things. Design is a powerful tool to help

clarify the problem. It is only when a common understanding has

been established between client and designer that effective results can be achieved. Design quality needs an integrated approach:

look more closely than expected, ask many questions, think laterally, get involved in things you shouldn’t, do more than you are

supposed to and have fun doing it. Problem-solving is one thing, aesthetic pleasure another. Combine the two, make the engineer

sketch like an artist and make the artist analyze like an engineer, and you are half-way there.”

8

24


Part II - Constants and Variables Goal: Unity and Diversity


Three Key Ideas Jean Piaget

As a first approximation, we may say that a structure is a system of transformations. Inasmuch as it is a system and not a mere

collection of elements and their properties, these transformations

involve laws: the structure is preserved or enriched by the interplay of its transformation laws, which never yield results external to the system nor employ elements that are external to it.

In short, the notion of structure is comprised of three key ideas;

the idea of wholeness,

the idea of transformation, the idea of self-regulation.

9

24


Untitled e.e. cummings Buffalo Bill’s defunct who used to ride a watersmooth-silver

stallion

and break onetwothreefourfive pigeonsjustlikethat

he was a handsome man

and what i want to know is

how do youlike your blueeeyed boy Mister Death

10

24

Jesus


Spoken and Written Ferdinand de Saussure

Language and writing are two different systems of signs;

the only purpose of the latter is to represent the former.

with the connection between the written and spoken word–

Linguistics is not concerned

its sole object is the latter: the spoken word.

But the written word is so closely bound up with the spoken, whose

image it is,that it is increasingly arrogating the main role to itself/

Ultimately the point is reached where more importance is attached

to representation of the spoken sign than to this sign itself.

It’s like thinking that to know someone, It is better to look at his

photograph than his face.

11

24


Quotes from The Year of Magical Thinking Joan Didion

“Grief turns out to be a place none of us know until we reach it. We

anticipate (we know) that someone close to us could die, but we

do not look beyond the few days or weeks that immediately follow such an imagined death. We misconstrue the nature of even those

few days or weeks. We might expect if the death is sudden to feel shock. We do not expect this shock to be obliterative, dislocating

to both body and mind. We might expect that we will be prostrate,

inconsolable, crazy with loss. We do not expect to be literally

crazy, cool customers who believe their husband is about to return and need his shoes.”

“I’m not telling you to make the world better, because I don’t think that

progress is necessarily part of the package. I’m just telling you to

live in it. Not just to endure it, not just to suffer it, not just to pass through it, but to live in it. To look at it. To try to get the picture.

To live recklessly. To take chances. To make your own work and

take pride in it. To seize the moment. And if you ask me why you

should bother to do that, I could tell you that the grave’s a fine and private place, but none I think do there embrace. Nor do they sing

there, or write, or argue, or see the tidal bore on the Amazon, or

touch their children. And that’s what there is to do and get it while

you can and good luck at it.”

12

24


Einstein’s Dreams Excerpt Alan Lightman 14 April 1905

In the world in which time is a circle, every handshake, every kiss, every

birth, every word, will be repeated precisely. So too every moment that two friends stop becoming friends, every time that a family

is broken because of money, every vicious remark in an argument

between spouses, every opportunity denied because of a superior’s jealousy, every promise not kept.



And just as all things will be repeated in the future, all things now

happening happened a million times before. Some few people in every town, in their dreams, are vaguely aware that all has

occurred in the past. These are the people with unhappy lives, and they sense that their misjudgments and wrong deeds and bad luck have all taken place in the previous loop of time. In the dead of night these cursed citizens wrestle with their bedsheets, unable to rest, stricken with the knowledge that they cannot change a

single action, a single gesture. Their mistakes will be repeated

precisely in this life as in the life before. And it is these double unfortunates who give the only sign that time is a circle. For

in each town, late at night, the vacant streets and balconies fill up with their moans.

13

24


Victory Speech

November 4, 2008 Barack Obama

Hello, Chicago. If there is anyone out there who still doubts that America is a place

where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer.

It’s the answer told by lines that stretched around schools and churches

in numbers this nation has never seen, by people who waited three

hours and four hours, many for the first time in their lives, because they believed that this time must be different, that their voices could be that difference.

It’s the answer spoken by young and old, rich and poor, Democrat and Republican, black, white, Hispanic, Asian, Native American,

gay, straight, disabled and not disabled. Americans who sent a

message to the world that we have never been just a collection of individuals or a collection of red states and blue states. We are, and always will be, the United States of America. It’s the answer that led those who’ve been told for so long by so many to be cynical and fearful and doubtful about what we can achieve to

put their hands on the arc of history and bend it once more toward the hope of a better day. It’s been a long time coming, but tonight,

because of what we did on this date in this election at this defining moment change has come to America.

14

24


Eleventh Aphorism Lao-Tse Thirty spokes meet the hub,

but it is the emtiness between them that makes the

Essence of the wheel. From clay pots are made, but it is the emptiness inside them that makes the

Essence of the pot. Walks with windows and doors form the house,

but it is the emptiness between them that makes the

Essence of the house. The principle: The material contains usefulness, the immaterial imparts essence.

15

24


Design, not art. Erik Spiekermann

“Design is first and foremost an intellectual process. Contrary to popular belief, designers are not artists. They employ artistic methods to visualize thinking and process, but, unlike artists, they work to

solve a client’s problem, not present their own view of the world. If a design project, however, is to be considered successful–and

that would be the true measure of quality– it will not only solve

the problem at hand, but also add an aesthetic dimension beyond

the pragmatic issues. I consider design not to be a series of creative one-offs, but an integrated process, from planning the appropri-

ate communications strategy to designing functional and beautiful objects as well as for example implementing electronic stationery on client’s systems. What clients say and what designers hear are too often very different things. Design is a powerful tool to help

clarify the problem. It is only when a common understanding has

been established between client and designer that effective results can be achieved. Design quality needs an integrated approach:

look more closely than expected, ask many questions, think laterally, get involved in things you shouldn’t, do more than you are

supposed to and have fun doing it. Problem-solving is one thing, aesthetic pleasure another. Combine the two, make the engineer

sketch like an artist and make the artist analyze like an engineer, and you are half-way there.”

16

24


Part III - Form and Space Variables Goal: Experimental Investigation


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18

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20

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Greg Mako GC 246/Studio/01

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Typeface Used Times (9/15 pt.) Paper Used Premium Photo Matte


8 Text  

8-TEXT is a booklet made to experiment with type and shapes to create spreads that werepleasing.

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