Ver y Mirar. El detalle de las letras

An exhibition in vernacular lettering


In 2008 I organised the exhibition Ver y Mirar. El detalle de las letras , it was part of the late magazine Iconographic magazine, of which I was co-founder. We published an article there on vernacular lettering from all over the world. Firstly, we invited everyone interested in lettering to participate with images of urban lettering and we received more than a thousand pictures in very little time. Although some of them were published in the magazine, we felt we could not ignore all the others that were not. And in addition, by using them for the exhibition, it was our way to pay a tribute to everyone involved. We decided a video would be the best option for an exhibition. We separated the pictures by countries and cities, the musician Jere Toledo composed magical lyrics and the result was this video, split in 4 screens. Enjoy, we did!

Thanks to Jeremias Pau Toledo, El Hombreviento, for creating such a special music www.elhombreviento.com

And thanks to Graciella Artiga for the help sorting out the images Graciella in Linkedin

For those who couldn see the exposition: www.flickr.com/photos/iconographic/sets/72157611191513962/

And images of Iconographic no2. flickr There is also a page-flip in the magazine website.

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We walk through the streets without looking, barely seeing. We are not aware of all the elements that surround us, that help us moving around, that point directions, routes, streets, shops, buses...
We go from reading to seeing, words become forms we recognize, we see images, the act of reading is simplified and we overlook the little details that differentiate one letterform from another.
If we started observing we would begin to appreciate all those elements, usually ignored, and wihtout them life as we conceive it today, it would not be the same. These are the same letters that allow us reading books and newspapers, movies subtitles, vinyls names, brands, all same letters that [in the street] our eyes forget to see.
If we watched those letters in detail we will see some tall and short, black, white, colored, fat and thin, luminous one, with hat, with foot, sturdy, modern and classic, new and old… Hundreds,thousands of different letterforms in our cities.
In this exhibition we do not want to display them all, that would be an impossible task, but emphasize the differences between the elements that surrounded us, consider the enviroment around us, applied to typography, or in the words, to letterforms.
Therefore, you are all invited to watch.

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Caminamos por las calles sin mirar, sin apenas ver. No nos damos cuenta de todos los elementos que nos rodean, que nos ayudan a movernos, que nos señalan las rutas, los caminos, las calles, los comercios, los autobuses...
Pasamos de leer a ver, las palabras se convierten en formas que reconocemos, visualizamos imágenes, la lectura así se simplifica y hace que pasemos por alto los detalles que las forman. Son las mismas letras que nos permiten leer libros y periódicos, los subtítulos de las películas, los nombres de los discos, las marcas de ropa; esas mismas letras que nuestros ojos no ven.
Si empezásemos a observar veríamos todos estos elementos que habitualmente ignoramos, y sin los cuales la vida, tal y como la concebimos hoy en día, no sería lo mismo.
Si miramos esas letras con detalle las habrá altas y bajas, negras, blancas, de colores, finas y gruesas, luminosas, con sombrero, con pie, recias, modernas y clásicas, nuevas y viejas… Cientos, sino miles, de letras diferentes en nuestras ciudades.
En esta exposición queremos, no mostrarlas todas, sería una misión imposible, pero sí hacer hincapié en esa diferencia entre ver los elementos que nos rodean y mirarlos, aprender a tener en cuenta nuestro entorno, aplicado a la tipografía, es decir, a las letras.
Están, por tanto, todos ustedes invitados a mirar.

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Participants
Alberto de Pedro, Ana Valenciano, Alexander Hage, Baptiste Pons, Carlos Cabañas, Gloria Inglis, Jimena Roquero, María Valle, Marta Vallejos, Montse Mas Hurtuna, Natalia Salazar, Paula Roquero, Perezvila, Raul Allen, Rebeca Gordillo y Roberto Vidal Puente.
From the photographic exhibition organised by Centro Cultural de España en Buenos Aires [CCEBA www.cceba.org.ar and por Tipos Latinos Argentina www.tiposlatinos.com: Alejandra Rodriguez, Ana María Pizarro Ruiz, Angelina Sánchez, Axel Hochegger, Daniel Vicente Gomez, Dafna Nudelman, Diego Mier Y Terán, Carlos Añazco, Carolina Leal, Claudia Contreras, Elsebra, Gisela Rodríguez Polich, Giselle Arruda,Griselda Muñiz, Guido Olivares, Guillermo Buelga, Hernan Cassulllo, John Moore, Juan Manuel Alonso, Juan Ignacio Elizalde, Julia Inchaurregui, Laura Andreoni, Leo Spinetto, Lionel Tzazkin, Lorena Taibo, Marcela Romero, Maryliana García, Natalia Valos, Norman Fisch, Pablo Cosgaya, Piotr Drynko, Pcg63, Ramiro Viveros, Ricardo Naiberger, Rolando Tamani , Veronica Rossi, Víctor García, Sebastián Vivarelli y Yadira Milena Silgado Villadiego.
From the Flickr group: Amadeu Sanz, Ank Sam, António Cruz, Baptiste Pons, Bellafer*, Birx, Carlita!, Carlos Cabañas Herranz, César Riquelme, Ciio, Clgg, Crystian Cruz, Daf Nudelman, Dave Cowlard, David Herranz, Drusila Di Bella, Echiner1, Esther, Evasee, Fernandoprats, Héctor Castañón, Ian Gallagher, Isaac Bordons, Toncho, Domibrez, Jessie Ugarte, Jesus Fernando, Jorge Lens [Proyecto Tipografía Regional], Juan Carlos Vanegas, Laura Cermeño, Laurinkofler, Leo Spinetto, Luciano Vergara, Manel, Daniel Sesma, Manuel Sesma, Manu Ruiz, Matias.Pardo001, Nano Trías, Neus Moltó, Okokitsme, Pelz, Philipp Messner, Punki, Prudencio Fonseca, Ricardoo, Sebastian Rojas Muñoz, Siempre_alerta, Sven Palmowski (A.Mar.Illo), Tomas Gorria, Tono G. Ayora, Visualpanic y +Valk, Yann. ¡Thanks!






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