Type Motion showcased the best examples of moving typography in art and popular culture from 1897 to the present day. Held at FACT (Foundation for Art and Creative Technology) from 13 November 2014 to 8 February 2015, the programme combined an immersive exhibition with a series of film screenings, panel discussions and workshops. It is the first time the exhibition will be held in the UK, after a successful stint at ZKM Centre for Art and Media Karlsruhe.
Our brief was to create an engaging exhibition identity, visual toolkit and installation which would appeal to type aficionados as well as FACT’s core audience. The crux of the identity was experimenting with FACT’s core-typeface; Neubau Grotesk, to create an experimental alphabet of dancing letters and later, a giant perspex letter ‘A’. Collaboration with motion graphics studio Sparkle* brought the letters to life; making them dance and contort. These where used in online stings and a further installation, which used FACT’s digital TILO display system to display the stings when movement was detected.
“We were delighted to appoint Smiling Wolf as our design partners for Type Motion, and the visual identity they have created has become an artwork in itself. Their concept perfectly captures the diversity and movement in the exhibition, so much so that we asked them to develop an artwork to be hung in our foyer, which looks stunning.”
— Mike Stubbs, Director/CEO at FACT.