Hard Copy, Soft Copy Book by Mari

Product Description

Walter F. Haettenschweiler20221020232Museum für Gestaltung ZürichMarietta EugsterAndreas Koller

Schmalfette Grotesk1950

ML

HARD COPY, SOFT COPY maps the shift in publishing, dissemination, and reception, from print to digital, mirrored in the trajectory of the typeface ‘Schmalfette Grotesk’ by Swiss designer Walter F. Haettenschweiler from the 1950s up to today.

This research project moves from museums’ text-based search methods to a machine-learning image-centric approach to uncover visual artifacts from vast digital collections.

HARD COPY, SOFT COPY, resulting from a research project (2021-2024) undertaken by Marietta Eugster and Andreas Koller, was published in conjunction with the Haettenschweiler retrospective at Museum für Gestaltung Zürich, October 2022 to February 2023.