What if GIFs actually had a purpose? Yeah, they entertain, but the question is searching for a larger, civil application for these short-cycle moving images. It’s the kind of prodding we should be applying to any widely consumed internet ornament—especially if it’s a form of media.
In the bigger picture, let’s think of the mass utilization of GIF-like images applied across society’s signage: watch the folks on the yellow school crossing traffic signs move their legs across a conveyor belt of pedestrian stripes. Or a “Caution: Electric Shock” sign that shows a stick figure touching a chain-link fence before his body snaps to a vibrating X.
Or we can go even more primal and imagine this new symbology applied to the alphabet to create a digitized collection of energetic lettering. This is essentially what Jono Brandel has done with his new project Anitype, which invites anyone to create their own moving letter designs via code.
Brandel says he’s been working on the concept since his last project with Google Creative Lab’s Data Arts Team, in which he and a squad of other veritable tech artists generated an interactive short-film for Arcade Fire
Any animation too chaotic may subtract from the implicit value of a letter or word by distracting. Like, an “OPEN” sign that glows and flashes and each letter held up by tap-dancing rap-video-sexy legs and fireworks shoot out of the O, on repeat, may actually deter people from entering the sidewalk cafe because of its complexity. It also runs the risk of over-exciting a few pedestrian epileptics in the process.
But before something that advanced is considered, we know now that it works incredibly well when minimized. Case and point is the headline on Anitype’s “Documentation” page
. Watch how smoothly the “MOVE” comes in to the screen. It’s short, simple and quickly understandable—three characteristics which happen to be the keystones of any communicable lettering.