Mor­pho­log­i­cal Typogram Pro­gramme

Karl Gerstner’s mor­pho­log­i­cal typogram pro­gramme was published in 1968. It is one of the many books that he wrote about art and graphic design. The mor­pho­log­i­cal typogram pro­gramme contains principles that Gerstner used in his world-renowned graphic design. These principles include systems and defined parameters that graphic designers could learn about and use in their own designs. Systems can be used to generate a variation of similar logos and watermarks, rather than creating them randomly. These systems used rules and parameters to break down design elements into simpler forms that could then be modified and used to create a design. The book lists typefaces and then breaks them down into their simpler components so that they can be modified to create an entirely new system. By using the rules that Gerstner advocates for in his book, the designer can systematically produce watermarks and logos rather than randomly creating them. Once the designer has decided on a system, they can spend their time more efficiently on perfecting the design. Gerstner proposed that the programme was a way to introduce creativity within a mathematic boundary. The idea of using systems was revolutionary for Gerstner’s time, and he brought it into the spotlight by featuring systems in his logo and ad designs for his marketing firm, GGK. This idea is especially helpful in keeping the look of a brand consistent across different platforms and materials, such as magazines and logos, and it is still used today. This book explains the science behind his genius and provides an appealing aesthetic layout in the Swiss Style. 



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