Dennis Ichiyama

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Wood Type

• Allows you to see letters as abstractions
• Curves and angles allow for a visual language of shape texture and form
• Creates a warmth that transfers to print
• Add color and you have all the elements of play and experimentation
• Typeface as an artististic expression, and the power of font

Dominique Falla's

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Tactile typography

• Digital design narrows senses used in design 
• Digital design removes warmth and restricts creativity
• This limiting of creative freedoms has given way to a new movement
• Recreating digital art with non digital means
• Flexible Pixles by Benjamin Grosser

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Tactile Typography

• Falla strives to create large scale interactive works
• Crafts detailed works from ribbon, light, yarn chalk
• Adds topography to tactile medium (instruments, furniture)
• You may view her work at Tactiletypography.com

fascinating fonts

White mountain footwear

• WM paid BrandEquity $100,000 to upgrade typeface
• Afterwhich WM saw a 20% increase in sales 

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the power of typeface

• 2003 European Court of Justice 
• Granted brand owners the power of:
• Unfair advantage 
• Against imitators using the same typeface to sell the same goods
•  Previously this power only protected trademarks

familiarity and association

• Johnson and Johnson repetitive use
• J&J Typeface conveys gentleness w/ soft curves
• Apple's use of ITC Garamond font
• 50 other technological brands including:
• Intel, Compaq, and Panasonic

further research required

• Both Falla and Thangaraj call for further research
• Falla believes their are artistic depths to be explored
• Thangaraj believes the power of typeface isn't fully understood

Do not underestimate the power of font

• Writers, artists, consumers make decisions based on typeface daily 
• The aesthetics of font influence the way we feel
•  Proper font eases readibilty and comprehension
• Higgs Boson discovery

For many of us, the most shocking revelation to come out of CERN's Higgs boson announcement today was quite unrelated to the science. Rather, we were blown away by the fact that a team made up of some of the most undoubtedly brilliant people in the world believe that Comic Sans is an appropriate font for such a historic occasion.