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Online arts resource PBS Arts has produced a short 7 minute video about typography. Featuring several emminent typeface designers and graphic designers, the short is an information rich introduction to the uses and effect of typography, looking at fonts, infographics and culture in its brief overview.

Type is everywhere. Every print publication, website, movie, advertisement and public message involves the creation or selection of a fitting typeface. Online, a rich and artistic typographical culture exists, where typefaces are created and graphic design seeps in to every image.”(via PBS Arts).

This mini film is the second episode in the Off Book series. Typeface designers Jonathan Hoefler and Tobias Frere-Jones give an insight to the importance of selecting the right font to create emotion. Hoefler is a typeface designer and an “armchair type historian who specializes in the design of original typefaces.” (via Cited as one of the forty most influential designers in USA by I.D. Magazine, his portfolio includes original typeface designs for Rolling Stone, Harper’s Bazaar, The New York Times Magazine, Sports Illustrated, and Esquire, but Hoefler is perhaps best known for creating the Hoefler text family of fonts for Mac OS operating systems.

Graphic designer Paula Scher speaks on creating identity in messaging; Scher is a partner at Pentagram, and began her career designing and art directing record covers at Atlantic and CBS Records in the 1970s. Co-founder of Koppel & Scher, she joined Pentagram as a partner is 1991. Scher “creates images that speak to contemporary audiences with emotional impact and appeal.” (via Pentagram) Now, three decades into her career, her work is synonymous with the cultural life of New York City.

Eddie Opara develops faces into texture to provoke reaction and talks about using type as an evolved sculptural art form in the piece. Eddie is also a partner in Pentagram, joining in 2020 when he brought with him the team from Map, his studio founded in 2005. Eddie says “I strive to conceive and build compelling work through my love of strategy, design and technology.”, and Paula Scher says of him, “Eddie represents the new generation of graphic designers for whom all forms of media and all dimensions of design are not separated from the initial concept but are an integral part of the total thought.”(via Pentagram).

The film shows the concept of Infographics as demonstrated by designers Julia Vakser and Deroy Peraza. The designers show how they distill and map complicated data sets into colourful and readable imagery using color, graphics and type. The duo formed the studio Hyperakt, “an independent NYC design firm with a passion for creating work that effects change in the world around us: meaningful design for the common good” (via Hyperakt).

PBS Arts Online “brings audiences directly into the creative process, fosters individual artistic expression and promotes experimentation and exploration” (via PBS Arts), and Off Book can be followed on Twitter @pbsoffbook.