12.03
By: Ryan Bollenbach
Typography in motion (aka Kinetic Typography) has come along way over the years. It holds a lot of power in emotions, perceptions and can beautifully illustrate language in film. In this article, we’ll explore some uses of kinetic typography and hopefully you’ll be able to walk away with something that will benefit you in the future.
Michael Pick spoke about some interesting expressions of kinetic typography in:
Motion Typography: 4 Approaches To Kinetic Text
- Literal Illustration of Language – bringing text into motion is to create an interplay between the meaning of the words and their literal form.
- Rhythmic Embellishment of Language – translating text as a visual counterpoint, a dance partner, to the beats, music or spoken word of the soundtrack.
- Personification of Language – an effective way of personifying, and differentiating voices in text
- Polymorphous Disruption of Language – the disruption of different forms, stages, or types in individual organisms. Essentially breaking the rules of motion typography.
I strongly agree with these points and believe they blend together well in certain projects. These concepts are not new though, Saul Bass (May 8, 1920 – April 25, 1996) was one of the earliest faces working with kinetic typography and personification is deeply tied through his work.
“My initial thoughts about what a title can do was to set mood and the prime underlying core of the film’s story, to express the story in some metaphorical way. I saw the title as a way of conditioning the audience, so that when the film actually began, viewers would already have an emotional resonance with it.” – Saul Bass
Most notably on Preminger’s The Man with the Golden Arm:
You’ll notice that even with some basic white rectangles and text you still feel a personal touch through the sequence. Saul Bass was also well known for his work on Alfred Hitchcock‘s North by Northwest, and Psycho (1960).
Unlike Typography in static graphic and web design where the main concern is the x and y axis, motion typography opens up the z axis and movement which totally changes the game.
As we move into 2010, it still seems like the most common uses of Kinetic typography exists within title sequences and commercials. I dug up a few examples of what I’m talking about:
CRAZY ENOUGH – Title Sequence from Jr.canest on Vimeo.
The typography in this piece is absolutely brilliant.
You can feel the rythmic beauty pour into the shapes and type.
Typography doesn’t always have to be the main focus. In this sequence it’s lightly poured in and illustrates words spilling out of a typewriter.
FormTroopers Reel 09 from FormTroopers on Vimeo.
Kinetic typography can be the foundation of a lot of projects which lends itself nicely to demo reels. In this reel, FormTroopers decided to include several examples of kinetic typography to show everyone how they lay the smack down.
Writing this article has inspired me to work with kinetic typography and I’m currently experimenting with ideas for a personal project (more on this in the future). If you’ve found any of this useful, please throw up a comment and let me know 
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Nice article man! wow those videos were awesome! I really enjoyed the work of Jr.cantest. Fucking inspirational! I watched like all his videos and man I just want to create now! inspirational!
Thanks a lot man! I really appreciate the support.
I tried to dig a little deeper for films that aren’t as popular but are amazing!
Now is the time to create haha! gogogo!
I really enjoy the way you covered the way motion type has adapted and changed throughout the years. All too often we can get caught up in one “style” that will be stale the year later.
And another great point, videos don’t always have to be focused on the type. Sometimes, it’s great EXECUTION of the type within the videos is what seals the deal! Nice post.
Keep on eatin’ that humble pied!
Thanks for the input Mig
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I agree with you, a lot of people need to discover their voice.
Excellent article! When I think of typography in motion, I think of many things, but I always think of this first (Pulp Fiction typography vid): http://www.youtube.com/watch?v=HePWBNcugf8
Thanks Sam! haha I’ve seen that video quite a bit, it’s awesome
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This post was mentioned on Twitter by storypixel: Reading excellent article on typography in motion http://mographtv.com/2009/12/03/a-cup-full-of-motion-typography/ by @mographtv…
It’s a great article.
‘Made in Yugoslavia’ is an absolutely fantastic intro.
Great work Ryan!
Thanks Stef, really appreciate your input!
http://www.amazon.com/Moving-type-Designing-time-space/dp/9072007786
For more academic analysis and classification of Typography in Motion, read this book.
Looks like a pretty awesome book Colin, thanks for the link