Rob Gonzalez and Jonathan Quainton of London-based studio Sawdust have crafted a new 3D typeface called Flow. Known for their expertise in custom typography and image-making, the pair uses acrylic paint and Scotch tape to create the effect of the typeface. The paint is smeared onto the tape and the artist uses the painted tape to bend and twist it into letters. Afterwards, the tape is Photoshopped out of the picture, resulting in an iridescent, three-dimensional set of floating letters.
On the reason why they created the typeface, Gonzalez says, “Ideas can often be rejected by the commercial world so it’s a shame if they never see the light of day. We’re not against creating studio projects that are based on our own personal explorations, in fact we champion that philosophy.”
Why This Trend Is Growing
- 3D Typography
- The use of three-dimensional typography offers opportunities for creating unique and visually striking designs.
- Custom Typography
- The trend of custom typography allows for the creation of personalized and innovative visual communication.
- Mixed Media Art
- The combination of different mediums like acrylic paint and adhesive offers opportunities for creating multi-dimensional and textured artwork.
Industries Being Reshaped
- Graphic Design
- The graphic design industry can leverage 3D typography and custom typography to create impactful visual designs for branding, advertising, and digital media.
- Art and Design Education
- The field of art and design education can explore the use of mixed media techniques, like acrylic paint and adhesive, to teach students innovative and experimental approaches to typography and image-making.
- Advertising and Marketing
- The advertising and marketing industry can incorporate 3D typography and custom typography techniques to create visually captivating and memorable campaigns that stand out from the competition.
