Contextual Typography

Can typography can become conscious? Up until a moment ago, our answer would have been no. That was before we watched Leland Maschmeyer, Executive Creative Director of brand consulting firm COLLINS, deliver a mind blowing presentation at the Type Directors Club.

COLLINS’ team set out to prove that typography can take the form of whatever its content is. The algorithms they came up with respond to Twitter activity, weather, traffic congestion, geography and time of day. As the world changed, so did the typography – truly matching form to function for the first time ever.


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