Type Reinvented (Sort Of)

Monotype commissioned design studio Field to create a series of experiments that use digital technology to play with typographic forms. The results are beautiful, though claiming that they’re a “reinvention” of type is perhaps a bit much. The Field team is less than shy about comparing this work to art, but what I see instead is rudimentary R&D for advertising grammar; as visually stunning as the work is, it seems fundamentally geared towards figuring out new ways to make products look desirable. Nice work if you can get it, I guess. More at field.io.