ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2020 ADC Awards - Typography

MOVEMENT

Agency NM type / Stockholm / Santiago de Compostela

Client Design Indaba

Category

Innovation

Annual ID

ADC_TYP20_002S

About the Work

Movement is a display typeface where the art of dance was brought into type design. Shapes written on air, by the movement of a dancer, were captured in a typeface to be used in print and on-screen. The project was born as a collaboration with Design Indaba, a globally acclaimed design conference in Cape Town. We worked together with the South African dancer Andile Vellem to create the shapes. And the typeface was presented on stage at last years Design Indaba Conference where Andile also performed the choreography that inspired the typeface. We tracked Andile’s movements and used the paths as a reference, not as a strict structure. We adjusted proportions and defined the design features so all the characters belonged together. The type forms were adapted to a variable font format using the theories of Rudolf Laban, who identified the characteristics of human movement and described them by the inner intention of the dancer. The typeface family has four design extremes, representing different use of weight and space; Direct Black, Direct Thin, Indirect Black and Indirect Thin. Direct uses straight lines for representing quick and bound movements. While Indirect represents slow and flexible movements with curved shapes.

2020 Awards

Total Points: 15

Credits

Design Firm

NM type / Stockholm / Santiago de Compostela

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