Expression Of Typography

What is Expressive Typography?

In the 1960s there was a surge of Expressive Typography ; which in the type is physically positioned or modified so as to literally illustrate the primary statement. Many designers employed Expressive Typography. Most notable was the work done by Herb Lubalin and Otto Storch in Mc Call's Magazine. Some letter or a word would be reshaped to become an illustration of its own content. Some an illustration was incorporated into the letters.  And sometimes a simple line of type and an illustration were so positioned as to come alive. Commenting on Expressive Typography and other trends of the time. Allen Hurlburt suggests that striving for expressiveness and "something different" frequently initiates a new chain of limitations and cliches. The 70s and 80s saw a trend away from bouncy Expressive Typography toward a quieter more direct and more orderly typography. But nothing is forever today we are producing a broad spectrum of typographic designs and it is the “New Wave Typography”.