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Posts Tagged ‘Reed Seifer’

Reed Seifer Brings Validation, Optimism to NYNOW

It’s not easy to stand out at NYNOW, a roiling trade show sea of tote bags, trinkets, exotic papergoods, Gehry-esque building blocks, eco-friendly umbrellas, geodesic birdhouses, and the odd visiting monarch. But this season, the pause that refreshes comes at booth #7654, where Lost & Found (paired with the Philadelphia Museum of Art) is offering among its nifty wares the work of UnBeige favorite Reed Seifer.

Making its debut at NYNOW is “Validation,” a self-empowering stamp that comes tucked inside in a white box. “What inspired me to create this work is the discovery that validation is something that we have to provide to ourselves,” the artist and graphic designer tells us. “I’d also like to add that I only use Helvetica when I want something to look uber-generic and not call attention to itself via typography.”
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Seven Questions for ‘Font Fetishist’ Reed Seifer


(Courtesy Reed Seifer)

We’ve been fans of graphic designer and artist Reed Seifer since 2010, when he pulled off a multi-sensory triumph at the Armory Show, simultaneously giving some much-needed visual punch to the art fair’s staid branding and infusing cavernous Pier 94 with an aromatherapeutical concotion designed to make fairgoers forget their recessionary woes. Since then, Brooklyn-based Seifer has brought his razor-sharp and wonderfully understated visual sense to other art fairs, book projects (this one is sure to take your breath away), and identities for galleries such as Zach Feuer, CRG, and James Graham & Sons. Read on to learn about Seifer’s favorite font, his recent project for the freshly expanded Sean Kelly Gallery, and his formative meeting with–gasp!–Paul Rand.

1. You work with a lot of clients in the art world, including The Armory Show, Creative Time, and top galleries. How did you come to specialize in working with these very aesthetically minded–some might say hypervisual–clients?
As a designer, artist, and minimalist, I feel I have a rare sensibility and understanding of how design and art may compliment one another. In the art world, where many businesses have similar visual identities and graphic practices, having a brand which harnesses well-composed, thoughtful typography makes a potent statement to a hypervisual audience. I love working with words and letterforms in that capacity. I am a font fetishist. So the way I came to specialize in working with hypervisual clients is by doing what I love and promoting myself well.

2. Tell us about the new hand-drawn wordmark you’ve created for Sean Kelly Gallery:

What did you seek to capture in this custom logo?

When I first met with Sean Kelly, he mentioned Duchamp as being of his favorite artists, so I wished to express the unconventional but as it spoke in the context of typography.

3. Turning to non-custom type, what’s your favorite typeface and why?
Comic Sans hands down, because as Nina Garcia says, “It is the sweatpants of fonts.”
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