ABC – Primer
For the collection of typefaces we showed in the exhibition in De Hallen Haarlem in 2009–2010 we wrote an ABC-Primer build with our 'design-principles'. In 2011 and 2012 we used this ABC-Primer for our Rainbow Series.
A is for Awareness.
To not only see things as they are, but also to see them as we are.
B is for Beauty.
If the practical solution is not appealing, we know it’s wrong.
C is for Commitment.
Diving in with total devotion and enthusiasm.
D is for Detail.
The elaboration of the final appearance.
E is for Enjoyment.
Without it we can’t get genuine results.
F is for Form.
That’s what it all comes down to.
G is for Growth.
It makes us bigger.
H is for Honesty.
What we hope our work exudes.
I is for Idiosyncrasy.
It creates distinctive results.
J is for Justification.
Means to an end.
K is for Kneading.
Transforming the very first idea into a defined plan.
L is for Linguistics.
Language and typography are inextricable.
M is for Moment.
When content, context and aesthetics coalesce.
N is for Narrowing down.
Getting to the core of things.
O is for Office supplies.
Which is arousal for our minds.
P is for Puzzle.
Where it all falls into place.
Q is for Quality.
What we want.
R is for Renewing.
Our quest.
S is for Satisfaction.
A feeling we pursue.
T is for Translation.
Where content finds its righteous form.
U is for Understanding.
To achieve thorough comprehension.
V is for Variety.
That’s our playground.
W is for Why not?
Trying things beyond reason.
X is for context.
Creating a relevant frame of reference.
Y is for vocabulary.
To use a consistent tone of voice throughout.
Z is for size.
It matters.