Everyone needs a blow-your-mind manifesto. It’s just... necessary. And sexy.
We think that there are other things more worth using our skills and experience on.
We promote our trade, our education, our culture and our greater awareness of the world.
We do not advocate the abolition of high pressure consumer advertising: this is not feasible.
Nor do we want to take any of the fun out of life. But we are proposing reversal of priorities in favour of the more useful and more lasting forms of communication.
Abandon love, abandon Aestheticism, abandon the baggage of wisdom, for in the new culture, your wisdom is ridiculous and insignificant. Only dull and important artists fail their work with sincerity. Art requires truth, not sincerity.
What we discover must not be concealed. It is absurd to force our age into the forms of a bygone age. Life must be purified of the clutter of the past so that it can be brought to its normal evolution.
We need the unconsciousness of humanity, their stupidity, their animalism, and of course, their dreams. The art instinct is permanently primitive.
Not because it is copy, appropriation, simulacra, or imitation, but because it lacks the crucial push of power, guts, and passion.
At the core of typography, as it’s been taught and practiced for centuries—is control, precision, preservation of standards, the idea of perfect legibility, and the myth of the lone type designer as genius author.
Focusing on the people and communities where good trouble emerges. Those who perform deviant acts of design in the face of conformity.