AIGA Quoted – Ive Experimental type design

AIGA [American Institute of Graphic Arts] invited design agency Superfried to contribute to their Quoted series. Monday to Friday each week, a design studio or solo creatives are selected to submit five typographic designs of famous design-related quotes to appear on the homepage.

Most participants had developed a single creative strategy to be applied to all five quotes. I on the other hand, in a moment of madness, decided to create bespoke typography for each quote!

Good is the enemy of great.
Jonathan Ive

For this quote, design experimentation led to impossible objects and metallic planes. Apple is renowned for its attention to detail, so this approach was also adopted for the letterforms, making use of textures and light. Differentiating the words required some use of colour. Block overlays were too simple and lacked impact. Recycling a previous experimental design project using water and food dye achieved the desired, marbled effect.