Word: hoefler
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...Hussein Chalayan, profiled by staff writer Michele Orecklin, borrows ideas from literature and anthropology but animates them with materials provided by new technology. In that vein, Susan Casey, a TIME Inc. editor at large who designed our new sister publication eCompany Now, paid a visit to typeface designers Jonathan Hoefler and Tobias Frere-Jones, who take classical styles and put electricity into them to create the hieroglyphics of the cyber-era. Staff writer Joel Stein writes about industrial designer Ben Beck, whose back-to-basics approach brings a magical simplicity to everything from snowboards to bird feeders...
...probably haven't heard of Jonathan Hoefler and Tobias Frere-Jones (unless you're an art director, in which case you've got their number on speed dial). But if you've picked up Rolling Stone, SPORTS ILLUSTRATED, the New York Times Magazine or the hip new business magazine Fast Company, if you've strolled through the Guggenheim or Whitney museum, if you've dutifully filled out the 2000 Census form or watched ESPN, you've seen a sampling of the 500 original typefaces they've designed...
...From Hoefler Type Foundry, their studio in Manhattan's SoHo district, the duo (they're both 29 years old and began designing in their teens) create fonts that stand out with the clarity, elegance and durability of a well-cut diamond. Though no two designs are alike, a Hoefler typeface--very few right angles, very few straight lines--is always exquisitely legible without sacrificing high style, somehow managing to synthesize classical elements with the churning pop culture. "Typefaces have a viral quality," says Hoefler. "It's always amazing to see where they wind up and how they transform the things...
...modern as its approach is, the firm's aesthetic is rooted in the past. "A conversation with Hoefler and Frere-Jones is an instant education, not only in letter design but also in history, fine art, literature and music," says Michael Bierut, a partner at the global design agency Pentagram and a frequent client. Such context is important. Whether it is Sumerian hieroglyphs on clay tablets or cybertext on the Internet, the written word is made up of assembled shapes, and the tiniest details--the contour of a serif, the slope of a curve--can evoke mood and emotion...
...flamingoes goose-stepping through a marsh. Most of the other episodes, though fairly interesting, are stencils. The incidental sound effects are supposed to have been recorded in Africa but they are not convincing enough to mitigate the suspicion that they were put in later, in Hollywood. Explorer Paul L. Hoefler made the picture in 1929. His conversations and explanations are recorded on the sound machine...