SWC's Louise Sloper on why typography should lead design, not follow it
By
Tom May
Crisp on the outside, thoughtful on the inside. A keeper.
Summary
Louise Sloper, executive creative director of SWC and TypoCircle chair, argues that typography is often treated as an afterthought by designers when it should be a foundational element of art direction. Drawing on 25 years of industry experience and the Bacardi Untameable campaign, she explains why typography is the "body language" of words and shares lessons including when to abandon the grid for more impactful design.
Key quotes
· 3 pulledTypography is such a key part of my approach to art direction.
Words have the power, and to me typography is their body language.
Most designers, if they're honest, treat typography as the bit that happens after the interesting decisions have been made.
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