Temporal typography is

typography Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing ( leading), an ...

that appears to move or change over time. It normally appears in screen-based

media Media may refer to: Communication * Media (communication), tools used to deliver information or data ** Advertising media, various media, content, buying and placement for advertising ** Broadcast media, communications delivered over mass el ...

, and in particular title sequences,

TV station A television station is a set of equipment managed by a business, organisation or other entity, such as an amateur television (ATV) operator, that transmits video content and audio content via radio waves directly from a transmitter on the earth ...

idents Station identification (ident, network ID or channel ID or bumper) is the practice of radio and television stations and networks identifying themselves on-air, typically by means of a call sign or brand name (sometimes known, particularly in the ...

, and

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

. Within the field of typography, letterforms typically embody either static or kinetic forms. However there is another category of typography that escapes the purely static or purely kinetic. Unlike static typography, these forms are not bound by one iteration within a singular viewing experience. Similar to

kinetic type Kinetic typography—the technical name for "moving text"—is an animation technique mixing motion and text to express ideas using video animation. This text is presented over time in a manner intended to convey or evoke a particular idea or emot ...

, temporal typography carries the stamp of time but is not relegated to movement or time-based media. Temporal letterforms have the ability to manifest themselves in both static and kinetic ways, as well as physical and digital ways, and therefore cannot be evaluated by the same functional factors of traditional typography: legibility and readability. Viewership and perception are elevated, and formal and experiential conditions are re-prioritized as the forms transition from one state to the next.Hillner, Matthias. Virtual Typography. Lausanne, Switzerland: AVA, 2009. Print.

References

Typography Time {{time-stub