Typogram and Brand Design Methodology: Visual Translation of Conceptual Typography into Design Practice


I love to play with signs, symbols, and icons. Which is why I was fascinated by a similar element of visual play utilizing type known as typogram. This sort of visual expression empowers memorable, symbolic, and conceptual message to its audience. The effective visual illusion with dual meanings, that is type as image, can communicate concepts in enjoyable and effective ways. It has been a great interest of mine in my approach to design and an inspiration for my work since I became a graphic designer. 

My work has covered a wide range of topics and methodologies that are visually and conceptually exciting and compelling. I am presenting a unique concept process and methodology that I have been developing based on this typogram approach. Frequently this would manifest in my client projects, such as logotype/branding identity design and design methodology. Typogram is an interesting visual translation of the conceptual typographic design into the design practice. This is another side to typography besides reading content, the capacity of letterforms to be transformed into images in order to amuse or intellectually entertain the viewer. As a result, it would most likely enhance the effectiveness of visual communication. 

My primary objectives of the typogram approach are to express ideas effectively and to deliver a memorable, psychological impact on the audience. World-renowned information designer and computer artist, Aaron Marcus says, “In a sense, Chang Sik Kim is one of those rare professionals who combines awareness of applied visual semiotics with humor, and apply their combined lexical, syntactic, and pragmatic value to the communication task at hand.” I intend on presenting a piece of literature that reveals ideas and visuals with cohesion between form and messages that are simple and abstract, yet powerful enough to convey complex and deeper levels of meaning through humor. 

The strong design solution usually begins with relatively simple designs, and it progresses into more complicated designs. Creative thinking helps in solving various challenges concerning the development of an appropriate process and methodology. The endless possibility of transformation from vague imagination into vivid visualization can contribute towards greater imagination that can lead to effective ways of communication. More intuitive, yet conceptually engaged solutions would be developed for a better understanding of the underlying elements behind the work. I hope these techniques: the usage of typographic elements, colors and patterns in my typogram will be fascinating and inspirational for its audiences, customers, and users. 

Through my presentation I will discuss how the typogram approach applies to the visual branding and typeface design methodology that are conceptually and visually implemented and translated. The visible elements of a brand, such as color, form, and shape, which encapsulate and convey the symbolic meanings that cannot be imparted through words alone. I believe that typogram allows one to think beyond a typical visual form and thought process due to its nature of the creative method: fun, humorous, duality in terms of intuitive, yet intellectual work and image play. It may start as a small pond, but its ripple effect may compel other designers, artists, and students to reflect on good thought processes for developing their creative mind and approach on typographic expression and ideation.