Words have power. But the way in which those words are presented has more power than you might expect. Can a choice of typeface turn fiction into fact, influence an emotion, or revive a brand?
The TypoCircle presents 'Typographic Truthiness', a workshop led by advertising creative director and designer, Louise Sloper, alongside Studio Sutherl&’s founder, Jim Sutherland. We will explore the psychological powers of typographic persuasion in advertising, with playful, hands-on exercises based around the eye-opening Errol Morris/New York Times typeface experiment. Can one particular typeface command more gravitas than another? Comic Sans vs Baskerville… bring it on!
Expect paper, scissors, glue and pens – with lots of example projects and case studies thrown in to get you inspired. All analogue, no computers. See you there.
Founder Studio Sutherl&
In 2001 Jim co-founded Hat-trick Design, consistently one of the top three most awarded design agencies in the UK (and number one in 2011). He left in 2014 to set up Studio Sutherl&. He has rebranded the Natural History Museum, Wimbledon Lawn Tennis, The Arts Society, Williams F1, Prostate Cancer UK, National Museums Scotland, Welsh National Opera, and Start-Rite shoes. He has designed over 50 stamps to date for Royal Mail including the Agatha Christie set in 2016. Awards include 82 projects in D&AD (the foremost design and advertising competition in the world), with eight nominations and four yellow pencils: and 37 nominations in the Design Week Awards – twice Best in Show. He has judged D&AD eight times (as Foreman of the Branding Jury in 2016), as well as the Design Week, Loeries (SA), Kinsale, Roses, ADNC and Fresh Award schemes.
He is a visiting Professor in Design at Norwich University of the Arts, and has given lectures at many UK universities. He was on the D&AD Executive board from 2009 to 2012 and a governor at Norwich School of Art between 2010 and 2014. He is on the board of The Typographic Circle.
He has published several books, including a children’s book Hide&Eek!, which won a yellow pencil at D&AD in 2014 and Eeormoo? published this year. Studio Sutherl& was the most awarded design studio at D&AD in 2017, and recently came number one in the Computer Arts UK studio rankings.