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Miscellaneous > 17.2 Original Typeface - Display

Movement

by NM type
Gold

Movement is a display typeface by NM type, an independent type studio based in Sweden and Spain. In this project, the art of dance was brought into type design. Shapes written on air, by the movement of a dancer, were captured in a typeface to be used in print and on-screen.
The project was born as a collaboration with Design Indaba, a globally acclaimed design conference in Cape Town. NM type worked together with the South African dancer Andile Vellem to create the shapes of the typeface. The type forms were then adapted to a variable font format using the theories of Rudolf Laban, who identified the characteristics of movement and described them by the inner intention of the dancer.
The typeface family has four design extremes, representing different use of weight and space; Direct Black, Direct Thin, Indirect Black and Indirect Thin. Direct uses straight lines for representing quick and bound movements. While Indirect represents slow and flexible movements with curved shapes.

Agency
Credits
  • Creative Directors
  • Art Directors
  • Designers Noel Pretorius and MarĂ­a Ramos
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
  • Dancer Andile Vellem
  • Film editor Raquel Ramos
  • Camara operator Colin Gwesu
  • Account executives Robyn Pretorius and Koleka Putuma
  • Client Director Ravi Naidoo
  • Client Design Indaba
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