jueves, enero 10, 2008

Lenguaje de la tipografía

La escritura es la manifestación gráfica del lenguaje, las palabras tienen un sonido, y éste, un registro gráfico que permite ser visualizado y comprendido a través de un proceso de aprendizaje que iniciamos desde muy niños.
El lenguaje escrito es una de los grandes invenciones del hombre. Dejar testimonios grabados en superficies de piedra, barro, papiro, cuero etc., ha hecho la historia de la humanidad para la comprensión de la cultura de los pueblos, ha marcado el surgimiento y desarrollo de la literatura, y a través de ella, se han diseminado las ideas, capaces de manejar emociones y conductas.

Se entiende por lenguaje tipográfico a la capacidad de relacionar conceptualmente las características de la tipografía seleccionada, con el contenido asociado a un concepto, objeto y/o proceso y donde se ven involucradas las variables tipográficas: familia, cuerpo,grosor, color, posición, orientación, etc., para reforzar el contenido del mensaje.
El código del lenguaje escrito, va más allá del manejo gramatical. La palabra escrita puede ser representada en su significación, por la forma tipográfica empleada.
Este lenguaje, a través de los siglos ha desarrollado una serie de estructuras formales que evolucionaron a un sistema de códigos visuales con carácter semántico, relacionados con la forma en que se visualiza la escritura.







Un ejemplo es la palabra "SKATE" figura tipográfica hace alusión a un objeto a través del manejo de las variables "orientación" y "posición". La letra "K" varió su orientación, posición y color para identificar al skaters subiendo por una rampa representada por la letra "A".








Figura y fondo tipográfico.
La contraforma, es decir los intersticios generados por las letras de una palabra, configuran la lectura de una segunda palabra.
En el ejemplo el concepto Blanco y Negro, como lo antagónico, contrario, es manejado con el mismo criterio en la escritura.

El siguiente caso es similar al anterior, pero aquí se asignó un elemento icónico que refuerza el mensaje. "Chile 73" y en la contraforma "CIA"








Aplicación audiovisual de la tipografía

35 comentarios:

Anónimo dijo...

EL LOGO DE SKATE ES UN LOGO INTERESANTE Y ATRACTIVO, YA QUE LA FORMA O MANERA EN QUE ESTA SITUADA LA "K", INDICA MOVIMIENTO, ARMONIA, Y ESO EXPRESA EL LOGO, MUCHO DINAMISMO

Anónimo dijo...

Hola profe..recibi su invitacion...ya le habia escrito..espero no borre mis comentarios..jajajaa

y profe, ya se ...vio la noticia de la empresa que les paga a los blogs mas leídos..por eso esta haciendo esta campaña...jajaja

profe no..es broma..me parece interesante lo que escribe...
le dejo mis saludos y nos vemos de vuelta en la tesis...!!!!para k nos siga retando!! jaja

atentamente

Ana Pino

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