New Project: (Breaking) The Crystal Goblet

(Breaking) The Crystal Goblet is a looped animated-gif by Oded Ezer, re-thinking Beatrice Warde’s famous essay, The Crystal Goblet. The essay was first delivered as a speech, called “Printing Should Be Invisible,” given to the British Typographers’ Guild at the St Bride Institute in London, on October 7, 1930.

“The essay is notable historically as a call for increased clarity in printing and typography. It is now significant as a common reading in the study of typography and graphic design. The essay has been reprinted many times and is a touchstone for the concept of ‘clear’ typography and the straightforward presentation of content.” (Wikipedia)

 

Beatrice Warde and "The Crystal Goblet"

Beatrice Warde and “The Crystal Goblet” (source: Monotype Corp.)

 

(Breaking) The Crystal Goblet is one of four works created by Oded Ezer for his solo exhibition named Practical Particles, at Vitrina Gallery (Holon Institute of Technology). Practical Particles exhibition showcases typographic responses to current issues in culture and mass communication.

“We need a new approach to typographic design”, says Ezer, “One that will not only live with current speed and nature of visual flow, but also understand, contain and use them to create a more relevant methodology for delivering content.”

“We now live in times when, to use Warde’s metaphor for type and content, we no longer have ‘a flagon of wine’ before us, but merely a ‘Diet Coke’. We live in times where we don’t even bother to read ‘texts’ but ‘messages’, that need no crystal-clear glass and sometimes no ‘glass’ at all (we ‘drink’ our content ‘straight from the bottle’).

“Continuing with this metaphor, we no longer have the benefit of an uninterrupted drinking/reading process. We are bombarded with visual imagery, and  this seems an unalterable fact.”

 

“Breaking the Crystal Goblet”, animated gif by Oded Ezer

“Breaking the Crystal Goblet”, animated gif by Oded Ezer

 

“In fact, a vulnerable, delicate ‘crystal goblet’ (= use of an ‘invisible’ type) will instantly be ‘smashed’ in today’s visual environments. So now the question is – can we deal with reality? Can we deal with ‘smashed crystal goblet’? Can we use the smashed elements to re-think and re-create a new kind of typography for a new kind of ‘readers’, who cannot and unwilling to consume ‘content’ (= wine) anymore, but ‘messages’? ”

 

“Breaking the Crystal Goblet”, animated gif by Oded Ezer

“Breaking the Crystal Goblet”, animated gif by Oded Ezer

 

“Breaking the Crystal Goblet”, animated gif by Oded Ezer

“Breaking the Crystal Goblet”, animated gif by Oded Ezer

 

© 2015 by Oded Ezer | Visual concept and design: Oded Ezer | Photographers: Doron Bentov, Michal Shani | Vitrina Gallery, Holon Institute of Technology | Curator: Reuven Givati

 

(Breaking) The Crystal Goblet is a looped animated-gif by Oded Ezer

 

 

 

 

We live in times where we don’t even bother to read ‘texts’ but ‘messages’

 

 

 

 

We no longer have the benefit of an uninterrupted drinking/reading process

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