Typography has always taken on the characteristics of its era, content, and context. But what happens when it responds in real time to a dynamic world? You get TDC 60’s call-for-entries campaign.

Leland Maschmeyer of COLLINS will share the behind-the-scenes story of this campaign. Spanning topics such as generative algorithms, context aware computing, and co-creativity, this talk will touch upon provocative ideas regarding the unfolding future of typography: Can typography become conscious? Is our notion of “designing” typography evolving? Can a typeface be hacked? Are we shifting from “typography as art form” to “typography as process”? Does the rise of generative typography mean that people will, for the first time, be able to read and see simultaneously?

Leland is executive creative director and founding partner at COLLINS in New York City. His work spans identity systems, retail design, packaging systems, experiential design, advertising, mobile apps, and web experiences. He also publishes new thinking in the emerging field of mass collaboration and speaks across the globe on brands, design, and innovation. Leland’s book, Triumph of the Commons: 55 Theses on the Future, earned acclaim for having “a grip on the zeitgeist.” A faculty member of the School of Visual Arts MFA program, he teaches “Designing Interactions” and “Designer as Entrepreneur.” His work for companies such as Target, Spotify, Coca-Cola, American Express, Louis Vuitton, Microsoft, Ikea, CNN, Virgin Atlantic, The New York Public Library have earned honors for design craft, new media innovation, brand experience, social media strategy, and innovative use of technology. His work has been featured in Wired, CNN, Metropolis, Graphis, Print, The National Museum of China, Adweek, National Press Club, AIGA, Communication Arts, Cannes Creative Festival and Campaign, which selected him to its “Global 30 Under 30” list in 2011.

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