Vladimir Koncar

This typography was created by a man named Vladimir Koncar who lives and works in Zagreb as a multidisciplinary designer. He has had is work displayed in magazines and books and has won different awards throughout his career; European Design Award & Avicom Award. He also also works with companies such as Muze and Studio Cuculic where they have created Creative Cluster which is something that works on multimedia projects on development of different contemporary centres. Other occupations that Vladimir takes on are: handmade typography and filming short dance movies.

In this type displayed above, he has used gummy bear sweets to create the typography. I think he has done this cleverly as the sweets symbolise the phrase spelt out. He has created a visual and worded metaphor about the 'sweetness' of typography as it can't literally be sweet as you cannot taste it, therefore he is highlighting the greatness of typography (which is his opinion). The visual metaphor he has created is the symbolic use of sweets which relate to the greatness of typography. I like the way he has used all flavours of gummy bears as it makes the typography colourful and bright, also representing 'sweetness'.

I have chosen to analyse this piece of typography in particular as it has inspired me to create a typography outcome for my exam, using sweet foods/substances for example: sugar, syrup, sweets aswell as sweet wrappers. Using these objects I will make words/phrases e.g: 'sweet' 'sweet like sugar' 'it's like candy' 'home sweet home'. I am more keen on creating a type that says 'Home Sweet Home as I can create a calligram of a house.

As I have now decided what typography theme I will focus on (food typography), I will be experimenting with sweet, sugar and syrup creating words and phrases to do with/including the word sweet.