Letting type move

We treat type as something that sits still — fixed in place, headings always the biggest thing, motion bolted on at the end. For one Creative Spark we dropped those rules and asked what type could do once it started moving. Creative Spark is our in-house R&D session: ninety minutes, a single theme, and a room full of people building prototypes with no client to please and nothing due at the end....

We treat type as something that sits still — fixed in place, headings always the biggest thing, motion bolted on at the end. For one Creative Spark we dropped those rules and asked what type could do...