Jumbling up letters
for The New School

Designed a mechanism that automatically jumbles up different-width letter variants of the Neue typeface, which was designed by Typotheque’s Peter Bilak for The New School’s new identity, which was designed by Pentagram’s Paula Scher.

“Scher had the idea to create a typographic solution that could be used to differentiate the various schools. ... To develop the new font, Scher experimented with extending different letterforms for different words. Each letter has been drawn in three widths that are used together seemingly at random. An algorithm has been created to facilitate the use of the three widths in headlines and text.”
— Pentagram*
“The result grounds slick design in a technologically sophisticated typeface that is meant to catapult the university into the future.”
— FastCo
“Neue is a daring design – less in how it looks than in how it behaves.”
— Tobias Frere-Jones
Post scriptum, November 2019: The New School’s new look got recognized and honored (PDF) by Monotype.

25 October 2015


* Pentagram’s announcement as of 2015. Website, link, description have changed by 2018: “The designers had the idea to create a typographic solution that could be used to differentiate the various schools. ... To develop the new font, they experimented with extending different letterforms for different words. Each letter has been drawn in three widths that are used together seemingly at random. An algorithm has been created to facilitate the use of the three widths in headlines and text.”
FastCo’s article.
Tobias Frere-Jones’s review for the Typographica Favorite Typefaces of 2015.


All texts & images, unless noted otherwise:
© Karsten Luecke
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Logos:
© Pentagram/The New School
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