Expressive Type Today: How typography captivates in a world of visual overload

Released this week, Expressive Type Today by Counter-Print explores the world of evocative type design and its ability to command our attention, shape perceptions, and spark emotions. It's a visual tribute to the designers and creative studios who use type not only as a communication tool but as a form of expression that defies convention.

For Jon Dowling, one of the book's creators, it was born out of the overwhelming response to a previous project celebrating large-scale typographic works. "A couple of years ago, we created Big Type, which was a joy to work on," he says. "However, there was so much work left over that didn't quite fit the title but shared a sort of outlandish personality. This formed the foundation of what would become Expressive Type Today."

It led to a book that considers the challenges of visual clutter by showcasing typography as a bold and innovative medium. It highlights those who use type not merely to deliver information but as something much more powerful. "It celebrates designers who use type as an artistic expression to stand out and make an impact," Dowling shares. "Through playfulness, experimentation, and emotional resonance, the featured designs serve as compelling visual statements, crafted to cut through the noise."

One of the book's standout examples of expressive typography is Studio Kiln's work for the RTS 2023 event, Too Much To Watch. The award-winning typographic identity plays with balloon-like letters that jostle for space. "This playful yet purposeful approach highlights the crowded, attention-grabbing nature of the media today," says Dowling. The design appears across multiple formats—screens, book covers, and even physical surfaces—immersing us in the theme of content overload in a way that resonates visually and emotionally.

But it's not just about poring over inspiring project images; Expressive Type Today also explores the deeper meaning behind typography. For instance, Ingrid Picanyol Studio's identity for the restaurant Masvell is a prime example of this type of storytelling. Determined to honour the establishment's rich cultural heritage, it collaborated with typographer Noe Blanco to develop a custom typeface inspired by Bonaventura Bassegoda's calligraphy. The resulting typeface, which mixes tradition with modern aesthetics, is not only a visual treat but a respectful nod to Masvell's history, capturing the restaurant's intimate relationship with the people of Masnou. It brings, says Dowling, "a narrative depth, respecting tradition while creating a fresh visual language".

As Counter-Print curated the works for this book, they sought out designs with universal appeal—typography that would transcend cultural and linguistic boundaries. From sporting brand identities that convey motion to fluid designs for food and beverage brands, the book includes themes that appeal to designers everywhere. "Designs were chosen based on their ability to evoke emotion," Dowling notes. "These universal expressions in typography foster an appreciation of type that resonates worldwide."

However, the book is more than just a showcase; it's an invitation to see typography as an evolving medium. Dowling envisions a future where expressive type adapts to user context, blending interactivity and personalisation to deepen relevance and impact. He believes expressive typography is a "powerful counter to fleeting digital content", adding depth and engagement in a sea of rapid consumption.

As typography continues to evolve, Dowling expects designers to become more experimental, making type an interactive, memorable experience. "Through daring and innovative typographic work, we hope Expressive Type Today will encourage designers to think beyond conventional uses of type, urging them to see it as a versatile tool for storytelling, mood-setting, and engaging communication," he says.

If you fancy exploring the world of dynamic typography, Expressive Type Today is now available to buy through Counter-Print's website. It's a beautifully curated collection that gives us a glimpse of the future of typography and reminds us of its power to move, inspire, and connect.