Brief
(DEGREE PROJECT — HDK VALAND)
How can an iconic 70s pop group be translated to the present through graphic and spatial design?
Who were and are the four stars of ABBA? Through interviews, books, and documentaries, one of the goals is to understand the greatness of the pop group, truly get to know the members, and examine their role in society then and now. They described themselves as a group of the people. How did the people, the world, see ABBA? Despite the somewhat banal lyrics about stereotypical love and breakups in relationships, they carry a musical legacy that is reworked and still returns in new forms. Why is that?
The result
Dancing Type is a tribute to ABBA, aiming to highlight their music, expression, and persona – an interpretation of the aspects that have made the group so iconic. It is a project where ABBA's stage costumes, visual expression, and stage movements have been reinterpreted into fonts and graphic design, applied to different materials.
Based on research and ABBA's role in society, the intention has been to create a context and investigate how it interacts with the audience. How do we perceive the readability of a font when the lyrics and music are well-known factors? Could it be that we find it easier to understand the Dancing Type font because it is experienced within the context of the established ABBA brand?
(INFO)
Client
HDK Valand
Year
2019
Tools
Illustrator, Photoshop, Digital print, Screen print
