As Landor's design director Gianluca Ciancaglini explains: "Instead of trying to force traditional typefaces onto the primitive screens of the 60s, creator Wim Crouwel embraced the limitations and created a typeface made entirely of straight lines." This radical move redefined typography by adapting design to technology's constraints.
The innovative approach adapted design to the constraints of the technology, rather than forcing the technology to conform to traditional typographic standards. The result – a simple typeface composed entirely of horizontal and vertical lines, creating a stark, geometric aesthetic, has inspired designers into contemporary times.
Gianluca highlights that it is a great example of how design can be born from constraints, as the New Alphabet continues to challenge and inspire designers today. This reflects broader cultural shifts of the 1960s, including space exploration and radical conceptual changes.
Gary Whitworth, designer at The Chase, describes New Alphabet, stating, "Part alphabet, part hieroglyph, New Alphabet always felt to me like it had appeared from another dimension – a typeface that should exist in 2967, rather than 1967." This emphasizes its forward-thinking design.
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