![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/f049735be5f1db15daca2aa8_rw_1920.jpg?h=7c7b10dcaf096117869784e2d1eadc4a)
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/8bfa759faa6b0a7089fd1ca5_rw_1920.jpg?h=b5940572f0e053e983c79025e003eeba)
Type Specimen
Risograph: Neon Red Printing & Offset Black
Get in touch for a copy: info@kai-matthiesen.com
Risograph: Neon Red Printing & Offset Black
Get in touch for a copy: info@kai-matthiesen.com
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/52a4388159c0453502dd1e2c_rw_1920.jpg?h=cf1e307d8b99d2dbefd8176fa95e6a00)
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/6b88c9b0a44aa27e1c2231cc_rw_1920.jpg?h=e438baaa1e5596b1807149e7cb1b602b)
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/f82a983770dbbc7ad14ad1f9_rw_1920.jpg?h=a6a67f4de1950712fd7d3fb757a96a8e)
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/b74b53f394dc2e5adc2867af_rw_1920.jpg?h=5d85dff9091b691c0a10cd2a7f502273)
Process of drawing this font:
This project combines traditionally separate typographic traits from three typefaces that are representative of the factors: “Logos Pathos & Ethos”.
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/8c0439ec02523a09ac49ba3d_rw_1920.jpg?h=ab80571e395833e7b858ea58104256e1)
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/99894d75df1f3fbc5694c72c_rw_1920.jpg?h=5cdb9c3ed3ca753a3c5ee702c88ef13d)
Research:
There is substantial evidence that type design has a great impact on the reader and that designers and non-designers perceive typography differently. Therefore I looked at existing psychological research that attempts to quantify the effect of typeface designs. I designed a typeface that is equal in its expression by combining traditionally separate categories of typography. “Sans-Serifs” for traits such as Consistency and Logic (Logos), “Humanist” for emotions, imagination (Pathos) and “Serifs” for credibility and trust (Ethos).
In Aristotle’s theory of Rhetoric: Logos, Pathos and Ethos are the key dimensions for speaking and communicating effectively. I think that also typefaces communicate and have a kind of rhetorical ability. Therefore I felt the need to investigate to what extent the reader can be influenced by typography. I looked through psychological studies to find three typefaces that can be representative of Logos, Pathos and Ethos and then took their unique qualities in order to design a typeface called Aby Warburg that would be equally unique in it’s persuasive character.
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/948bfe2e1c48a959a277f7ff_rw_1920.jpg?h=c6e1f0500aa0bffad14b1d7d20320beb)
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/57ccc63210fa26da49cb65ca_rw_1920.jpg?h=4448e7699443c1e4027886c641b275a2)
![](https://cdn.myportfolio.com/c5c8352dc5cfb0675aa80a1bc368214f/ccd3d5912d953441ed4ba663_rw_1920.jpg?h=4a58359110ffca1c2e49d26815a754bb)
For more detailed information and research please go to the project: "The Rhetoric of Typography".