MA Graphic Design and Typography
Alexandru's work focuses on typeface design inspired by architecture and sculpture, through the study of form. He designed display typefaces and used them for a series of posters.
He managed to design a modern typeface design that follows contemporary architectural details, as in the past typefaces were created having similar forms to the architecture specific to their time.
Understanding form is essential in design and other visual arts. Even the analysis of simple, primordial forms, such as the circle, can generate overwhelming things. For example, by multiplying the circle and by intersecting or overlapping the elements generated between them or with other geometric shapes, also another method would be dividing the circle and by rearranging its segments new shapes can be explored. The shapes that Zaha Hadid used in her creations impressed Alexandru because these curved and wavy shapes are full of naturalness; they seem to be inspired by nature. Thus the entire architectural ensemble in which they were used, even as a high-tech building, is integrated in a pleasant way in the natural environment. That is why Alexandru chose to analyse these forms and use them in the creative field he studies, creating a display typeface named Architype ZH.
If a piece of typography or text is memorable, then logic suggests it must have been readable. However, illusion can also contribute to its being memorable. Sigmund Freud maintained that illusion derives its strength ‘from the fact that it falls in with our instinctual desires’ and designers have an instinctive desire to create dimensions on flat surfaces. Granted, this may not be one of life’s most fundamental desires, but typographers and designers hardwired to meet every challenge, and creating illusion is one of them.
Alexandru wanted to create letters that seem detached from a sculpture. This display typeface seems to combine classic with modern and thus can be used in a multitude of art directions. He believes it fits well when it is used in large sizes, for example on large format design like posters and banners. As mentioned above, due to the limited details when it is small in size, it loses part of its area of use. For this display typeface he chose the name Chiseller because it reminds, by its texture, of the chiseling traces of the sculptures.