Ollie Caldwell makes magic with his ambitious, psychedelic typography – PRINT Magazine


100 Days is an annual project of the School of Visual Arts in New York, founded by Michael Bierut. Each year, students in the school’s Master of Branding program spend 100 days documenting their process with a chosen creative effort. This year, we’re highlighting each student in the program by offering a ten-day preview of their project. You can keep tabs on everyone’s work on our SVA 100 Days page.

100 days of magic

Has there ever been a time when you noticed the arousal of emotions caused by just looking at a word? If you see a sign that says “danger” or “caution”, how do you feel? Are you scared or nervous?

We all know words are powerful, but could some of that power be attributed to the way the words are displayed visually? Whether small or tall, wide or narrow, whimsical or sturdy, colorful or monochromatic, simple design elements can play a big part in how we perceive or react to words. More specifically, this text manipulation, or typography, is the art of arranging text to grab attention, evoke emotion, or convey a message.

Ollie explores the “magic” of typography and its psychological effects by expressing variations of the same word through various design elements such as font, texture, color, size and hierarchy. As well as experimenting with different design elements, Ollie also plays with the concepts of function and readability to elicit different responses, emotions, attitudes and perceptions from his viewers. What started as a simple experiment turned into a deeper study of fundamental design elements, typographic form and function, and color theory.

Follow Ollie’s project on Instagram @100daysofmagic. To see more of his work, please visit his website ollieportfolio.com, or email him at [email protected]


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