There used to be a time when designing type was considered a black art, with no question of ROI and cultural competencies. This is no longer the case. Clients want to understand how we harmonize different writing systems so they not only convey the client’s visual identity but also meet cultural expectations. And clients want to understand how their investment will benefit them in the long term. Dr. Alessia Nicotra and Bruno Maag aim to give some clues from their research and experience working with global corporate clients.
Bruno Maag is a founder of the Dalton Maag type foundry. He began his career with an apprenticeship as a typesetter at Tages-Anzeiger, Switzerland’s largest daily newspaper. He then studied Typography and Visual Communications at Basel School of Design under Wolfgang Weingart and Andre Gürtler amongst others.
After graduating Bruno emigrated to England to work for Monotype where he established their ‘custom type department’, creating fonts for the New Yorker magazine, and others. Recent highlights are fonts for Rio2016, multilingual type for Nokia and HP, and a lovely serif font for luxury hotel brand Faena. He is currently investigating type and emotion, with a special interest in the physiological aspects.
Alessia Nicotra is a Medical Doctor with PhD in Neurology and Neurophysiology. She currently works as a clinical neurophysiologist at Charing Cross Hospital, London, and is a Honorary Senior Lecturer for Imperial College London. She is involved in academic research into the autonomic and peripheral nervous systems, and recently has started research in type and emotion, and dyslexia exploring the visual system and how we read.