February 5, 2015
A New Generation: Leland Maschmeyer
A New Generation: Leland Maschmeyer from Type Directors Club on Vimeo.
TDC Salon: February 5, 2015. “A New Generation” with Leland Maschmeyer
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 shares the behind-the-scenes story of this campaign. Spanning topics such as generative algorithms, context aware computing, and co-creativity, this talk touches 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.