Studio Brief 02 - Manifesto

As part of our design process, creating a manifesto would help streamline our ideas and to get us started on certain route.

To help get us into the style of writing a manifesto, each group was supposed to create one for each of Müller-Brockmanns classic typefaces.

What was interesting was how each group wrote their manifesto. Some focused too much on the history of the typeface which limits their ability to sell their typeface to the client. Some were too focused on the characteristics of the typeface which was good but it wouldn't be able to give the client an idea of how the proposed typeface would successfully work on their product. Thus the key to a good manifesto would be to find a balance between historical aspects, characteristics of the typeface and its uses. What also plays an important role is the language used in the manifesto. Words like timeless and classic help sell the typeface. It helps the client imagine the kind of reactions the typeface will have on people when they see it. Even subtly describing Aksidenz as the 'original sans serif' for example works effectively as it subconsciously tells the client that this is the only suitable sans serif and everything else is a copy.
By doing manifesto's I found that it was a good way to research typefaces. It better understand the reasons behind the design decisions based on its historical context which ties in with the characteristics of the typeface and thus leading to its intended use.