{"id":18818,"date":"2013-12-22T17:44:59","date_gmt":"2013-12-22T17:44:59","guid":{"rendered":"http:\/\/rafaelfajardo.com\/portfolio\/they-were-trying-to-teach-graphics-as-epitomised\/"},"modified":"2013-12-22T17:44:59","modified_gmt":"2013-12-22T17:44:59","slug":"they-were-trying-to-teach-graphics-as-epitomised","status":"publish","type":"post","link":"https:\/\/rafaelfajardo.com\/portfolio\/they-were-trying-to-teach-graphics-as-epitomised\/","title":{"rendered":""},"content":{"rendered":"<blockquote><p>They were trying to teach graphics as epitomised by the recognised practitioners of the time \u2013 a Milton Glaser or a Pentagram. But they\u2019d lost grasp of the moment. The agenda was how to find witty visual puns to summarise a situation: a logo for a restaurant could be a bite out of a plate. Well, to a young person growing up on Roxy Music, that was utterly banal. I won\u2019t spend five minutes thinking down that line. It\u2019s stupid. It tells me nothing about the restaurant\u2026 What I learned from style culture was if you dress a particular way, you communicate with like-minded people. I just employed exactly the same technique with graphics. So forget the bite out of the plate. The choice of type alone will tell you what kind of restaurant this is. Get the typeface, size, position, spacing and mood right, and it will tell you. Is it Le Gavroche or is it McDonald\u2019s? It\u2019s the language of semiotics, not of puns.<\/p><\/blockquote>\n<div class='attribution'>Peter Saville. (via <a href=\"http:\/\/e-r-h.tumblr.com\/\" class=\"tumblr_blog\">e-r-h<\/a>)<\/div>\n","protected":false},"excerpt":{"rendered":"<p>They were trying to teach graphics as epitomised by the recognised practitioners of the time \u2013 a Milton Glaser or a Pentagram. But they\u2019d lost grasp of the moment. The agenda was how to find witty visual puns to summarise a situation: a logo for a restaurant could be a bite out of a plate. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"quote","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[10],"tags":[],"class_list":["post-18818","post","type-post","status-publish","format-quote","hentry","category-words","post_format-post-format-quote"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p6PWot-4Tw","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/18818","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/comments?post=18818"}],"version-history":[{"count":0,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/18818\/revisions"}],"wp:attachment":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/media?parent=18818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/categories?post=18818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/tags?post=18818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}