May 9, 2017

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For us, one of the many ways to underline the physical, material qualities of a design is through the use of self-reference. The referring of an object to itself or to its own context can be seen as a form of 'materialization'. To quote British conceptual art collective Art & Language: "in order to perforate art with reality, it [art] has to be folded back into itself." We think the same can apply to graphic design. Using Helvetica, with its self-referential qualities, helps us create designs that function as a part of reality instead of as a representation of reality.

- Experimental Jetset, talking to Rudy Vanderlans. Emigre No. 65