AIGA Quoted – Dali Experimental type design

AIGA [American Institute of Graphic Arts] invited Superfried design studio to contribute to their daily Quoted series. Each designer submits five typographic illustrations of famous design related quotes to appear on the home page Monday to Friday of a specified week.

Most designers had developed a single style to be applied across all five days. I decided it would be more interesting and challenging to create bespoke typography for each quote.

Have no fear of perfection – you'll never reach it.
Salvador Dali

An unused experimental type style provided the starting point for this quote. The twisting, optical illusion effect was apt, but as a big fan of Dali, it was important to take this further. As a tribute to his style, and to add a sinister undertone, the letterforms liquefy and become progressively ambiguous. To add an element of surrealism stone textures were implemented for the wording, a rather unlikely material to melt.