Our Typography Philosophy
Sometimes the familiar rises up and says "Look at me, I have something to say!" and everyone turns and pays attention. It can be a scream or a whisper, but it is noticed.
Typography is about getting noticed.
We see letterforms in different typestyles and in various mediums as part of our daily information exchange and bombardment. This everyday familiarity is type's power and weakness. To stand out from the crowd, type sometimes need to move into typography.
Typography at its core is orchestrating symbols and language for impact. It takes ordinary and familiar forms and gets us to take a second look. It projects a vibe.
It is a powerful tool that strengthens the impact of a message and a project by getting noticed.