Typography is a main player in the visual landscape of modern commercial society. I see typographic design as a medium in itself which shapes and influences the understanding of text. There are many possibilities for typography as the structure of the medium in itself adheres to the Bauhaus concept of combining form and function. Typographic design not only has the ability to give life to text, but also to become an art in itself.
However, typographic design in modern society serves commercialism. It has transformed into a signifier of corporate values through labels and products. Instead of stimulating interactive public discourse, modern type designs become absorbed by mainstream society and translates into acts of consumerism. The “Coca Cola” type for instance represents capitalism, corporate identities, consumerism above anything else. A socially responsible type design should ideally be capable of conveying messages of democracy, individuality, and authenticity. While there is no perfect typeface, designers and consumers alike should be alert in the hidden social and political message behind design.
How can you make people aware of these hidden meaning when some of them are created by people themselves. By that I mean people can associate there own meaning to a produce. That image that represents that product is held dear to the consumer. To Nike's logo and type style may represent speed to in person and infidelity to the other.
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