why jeffery keedy?
not only is he an important graphic designer, he's also an accomplished design theorist.
here's jeffery's EMIGRE type specimens:
keedy is, guess what?, a graduate of the Cranbrook Academy of Art,
to be expected of a Cranbrook alumnus, keedy has been teaching design at the California Institute of the Arts (CalArts) since his graduation.
keedy was also a frequent contributor to Emigre magazine throughout the twenty years of its publication. his designs and essays have been published in Eye, I.D., Emigre, Critique, Idea, Adbusters, Looking Closer One and Two, Faces on the Edge: Type in the Digital Age, New Design: Los Angeles and The Education of a Graphic Designer.
keedy's typeface Keedy Sans, designed in 1989, is distributed through Emigre Fonts.
he has also designed the Hard Times typeface which reassembles the elements of Times New Roman.
according to keedy, the international style has been upgraded to what he calls global style.
so, what do we have?
1- keedy's "global style" is to 2000s what the international style was to the 1950s.
2- if the international style used typographic trickery to animate the frame, keedy's global uses the 4th dimension: time. it accomplishes this by looking like it was a single llime taken out of an animated sequence.
3- what you see has undergone countless iterations and distortions.
4- the grid is not planned, but sort of process driven.
5- yet, the global style already looks familiar.
what's the lesson here?
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