AIGA Quoted – Ive 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.

Good is the enemy of great.
Jonathan Ive

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