AIGA Quoted – Lloyd Wright 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.

Space is the breath of art.
Frank Lloyd Wright

The words 'space' and 'breath' particularly resonated in this quote. Consequently it felt important that the lettering should feel 'light', as if it could float away on the breeze at any moment. This also connected with Lloyd Wright's philosophy – organic architecture. As a designer of beautiful buildings it felt appropriate that the typography should also convey elegant, 3D forms.