Bringing typography into the experience of architectural space (as signage or as an expressive element in an exhibition) affords designers a unique opportunity. By virtue of its scale and presentation through varied media commonly seen typographic form takes on a visceral dimensionality.

Letters and words are very strong forms. Their simplicity allows them to be dramatically manipulated without fear of losing their identities. When a letter or word takes on pictorial qualities beyond those that define their form, they become images in their own right, and the potential for impact is enormous. words that are also pictures fuse several kinds of understanding together. As their meaning is assimilated through each perceptual filter - visual, emotional, intellectual - they assume the iconic stature of a symbol.

Signage, Exhibitions, and Architectural Branding

Designing type to work effectively in space involves a detailed survey of the site to understand where a visitor will come into contact with it. Considering the scale of typographic elements in the context of their locations, as well as other factors such as viewing angle, the effect of light and shadows, and the aspect of flow - how the type leads the visitor from point to point - is especially important. Typography in an environment may be access at several levels, from long-distance reading in signs down to the intimate reading level of an informational kiosk.

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