Faire #46: To look at things – A calculated approach: Norm's unreasonable reasonableness

Label / Revue Faire
Category / Magazine, Graphic Design
Code / 9791095991434

The 46th issue of the critical graphic design journal is devoted to the Zurich-based graphic design studio Norm. 0.1 The computerisation of graphic design has been compro-mised. A new computational modernism is needed. Tabula rasa. The skeuomorphic dependencies that clutter the interfaces of corporate graphic design software must be deprecated. A total dimensional control system must be implemented. Pixels, and possibly millimetres, must define it—not inches, points, picas, nor ciceros. Interlinear space, not leading. No more zoom tools that max out at 6400%. No more colour-as-a-subscription service3. No more InDesign, Illustrator, Photoshop, Figma, Fontlab. Who shall lead the project for a single, unified, digital workspace for graphic design? 0.2 Norm is a graphic design office in Zurich. Founded in 1999 by Dimitri Bruni (1970) and Manuel Krebs (1970), Ludovic Varone (1977) joined the office in 2005. 0.3 The canon of graphic design history will be compressed. 100 years from now there will be no Müller-Brockmann or Gerstner or Hofmann. Prehistoric pretenders. Not needed. There will be Norm. Norm is what all those others dreamed of. What they strived for but could not attain. They will be remembered only as the nameless builders of Norm. They laboured at the construction of its glorious Duomo but did not live to see it completed. We will not speak of them again. Forgotten. 0.4 Norm have only ever known computerised graphic design. It is their native language. The computer is Norm's tool and they have mastered it. 0.5 Norm are reasonable graphic designers. They have created for themselves a reasonable foundation for decision-making. They have established reasonable computerised graphic design protocols with which to handle the vicissitudes of content.

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Faire #46: To look at things – A calculated approach: Norm's unreasonable reasonableness

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