Wim Crouwel and 8vo

Reading Wim Crouwel's A Graphic Design Odyssey was interesting in getting a view of Wim Crouwel's graphic design history and practice and philosophy of Total Design. Being that he worked on predominantly commercial briefs, objectivity was favoured over subjectivity, as should Modernist design of that time. Total Design then put communication of the message as a paramount aim, along with legible typography and a layout that was clear and succinct.

Design studios were something of a rarity in Holland, Wim Crouwel was inspired by the studios in England such as Mark Holt, Simon Johnston and Hamish Muir's 8vo. Studios were present in England because of how institutions preferred to work with other institutions as opposed to freelancers. 

Looking into 8vo, it came as a surprise to how their work aligns with the interests of mine in graphic design. 

Their heavy use of typography as a branding and creative tool is something I want to incorporate and develop in my graphic design practice. The overall effect is work that looks explicitly like it was graphic designed which is a visual that is lacking in my own. 

Interestingly enough whilst reading further about 8vo on eye magazine, Johnston's time at Basel's School of Design reflected that of Kenya Hara's point on how the Japanese preferred preservation over newness. Johnston said that 'Learning through doing, through repetition, doesn’t sound sexy but it works' and that 'You can have the best concept in the world, but without sophisticated formal skills to express that concept, it will fall flat on its face. It was deep long-term training that stays with you, rather than shallow quick results-oriented projects.' 

Another technique Johnston used that will help me in better understanding type and how to use it, is through his way of using "the language analogy, of learning design and typography in the manner of learning another language, with its own grammar, syntax and vocabulary". In this way, you are better able to make design and typography say what you want to say because you understand the roles and purpose of each element.