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8 Texts


8 Texts  

  Ray Vazquez


Table of Contents Phase 1 | Classic Typography

1

Three Key Ideas - Jean Piaget

2

Untitled - E.E. Cummings

3

Spoken and Written - Ferdinand de Saussure The Year of Magical Thinking - Joan Didion

4

5

Einstein’s Dreams Excerpt - Alan Lightman

6

Victory Speech - Barack Obama

7

Eleventh Aphorism - Lao-Tse

8

Design - Erik Spiekermann

9

Phase 2 | Typographic Variables & Constants

11

Three Key Ideas - Jean Piaget

12

Untitled - E.E. Cummings

13

Spoken and Written - Ferdinand de Saussure The Year of Magical Thinking - Joan Didion

14

15

Einstein’s Dreams Excerpt - Alan Lightman

16

Victory Speech - Barack Obama

17

Eleventh Aphorism - Lao-Tse

18

Design - Erik Spiekermann

19

Phase 3 | Form & Space Variables

21


Phase 1 | Classic Typography  

Goal: Optimum reading experience

1


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.

2


Untitled E. E. Cummings

Buffalo Bill’s defunct who used to ride a watersmooth-silver stallion and break onetwothreefourfive pigeonsjustlikethat Jesus

he was a handsome man and what i want to know is how do you like your blueeyed boy Mister Death

3


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. Linguistics is not concerned with the connection between the written and spoken word– 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.

4


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.”

5


Einstein’s Dreams Excerpt Alan Lightman - April 14th 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.

6


Victory Speech Barack Obama - November 4th 2008

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.

7


Eleventh Aphorism Lao-Tse

Thirty spokes meet the hub, but it is the emptiness 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. Walls 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.

8


Design 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 appropriate 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.”

9


Phase 2 | Typographic Variables & Constants   Goal: Unity and Diversity

11


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.

12


Untitled E. E. Cummings

Buffalo Bill’s defunct who used to ride a watersmooth-silver stallion and break onetwothreefourfive pigeonsjustlikethat Jesus

he was a handsome man and what i want to know is how do you like your blueeyed boy Mister Death

13


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. Linguistics is not concerned with the connection between the written and spoken word– 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.

14


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.”

15


Einstein’s Dreams Excerpt Alan Lightman - April 14th 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.

16


Victory Speech Barack Obama - November 4th 2008

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.

17


Eleventh Aphorism Lao-Tse

Thirty spokes meet the hub, but it is the emptiness 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. Walls 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.

18


Design 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 appropriate 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.”

19


Phase 3 | Form & Space Variables   Goal: Experimental Investigation

21


VICTORY SPEECH Barack Obama ama

November 4th 2008


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Barack Obama - November 4th 2008

ago 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

never seen, by people who waited three hours and four hours, many for the first

because they believed that this time must be different,


s this nation has

t time in their lives,

that their voices could be

that

difference.


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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.

It’s the answer spoken by poor poor poor poor poor poor poor poor young and poor poor poor poor poor poor poor old, rich poor poor poor poor poor poor poor and poor, poor poor poor poor poor poor poor Democrat poor poor poor poor poor poor poor black black black black black black black and poor poor poor poor poor poor poor Republican, black black black black black black poor poor poor poor poor poor poor black, white, black black black black black black poor poor poor poor poor poor poor black black black black black black Hispanic, poor poor poor poor poor poor poor It’s the answer spoken by black black black black black black Hispanic Hispanic Hispanic Hispanic Asian, poor poor poor poor poor poor poor young and old, rich black black black black black black Hispanic Hispanic Hispanic Hispanic Native poor poor poor poor poor poor poor and poor, Democrat black black black black black black Hispanic Hispanic Hispanic Hispanic American, poor poor poor poor poor poor poor and Republican, black, black black black black black Hispanic Hispanic Hispanic Hispanic gay, poor poor poor poor poor poor poor white, Hispanic, Asian, Hispanic Hispanic Hispanic Hispanic straight, poor poor poor poor poor poor poor Native American, gay, Hispanic Hispanic Hispanic Hispanic disabled poor poor poor poor poor poor poor straight, disabled and Hispanic Hispanic Hispanic Hispanic and not poor poor poor poor poor poor poor not disabled. Hispanic Hispanic Hispanic Hispanic disabled. poor poor poor poorAmerican poor poorNative American Native American Native Native Americanpoor Native American Native Hispanic Hispanic Hispanic Hispanic poor poor poor poor poor poor poor American Native American Native American Native American Native It’s American the answer Native spoken American by Hispanic Hispanic poor poor poor poor poor poorAmerican poor Native American Native American Native Native American Native young American and old, Native rich It’s the answer poor poor poor poor poor poor poor American Native American Native American Native American Native American and poor, Native Democrat American poor poor poor poor poor Native American Native American Native American Native American Native andAmerican Republican, Native black, spoken by American Native American Native American Native American Native American white, Native Hispanic, American Asian, young and Native American Native American Native American Native American, gay, old, rich and poor, It’sand the answer spoken by young straight, Asiandisabled Asian Asian Asian and Democrat old, rich and poor, not disabled. Asian Asian Asian Democrat and and Republican, Asian Asian Asian black, white, Hispanic, Republican, Asian Asian Asian Asian, Native American, black, white, Asian Asian Asian gay, straight, disabled and Hispanic, Asian Asian Asian not disabled. It’s the answer spoken by young Asian, Native Asian Asian Asian and old, rich and poor, American, Asian Asian Asian Democrat and Republican, gay, straight, Asian Asian Asian black, white, Hispanic, disabled and Asian Asian Asian Asian, Native American, not disabled. Asian It’s Asian the Asian answer spoken by gay, straight, disabled and Asian Asian Asianand old, rich not disabled. young and poor, Democrat Asian Asian Asian and Republican, black, Asian Asian Asian white, Hispanic, Asian, Native American, gay, straight, disabled and not disabled.


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Victory Speech Barack Obama - November 4th 2008

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.


Colophon Ray Vazquez GC246, Designing with Type II Ringling College of Art and Design Kim Elam, Instructor Font | Futura 7.5/12 Paper | Canson 100 lb Polaris premium multi-purpose paper 24 lb bright Husky opaque offset 70 lb white



8 Texts