lettering by House Industries
Corporate Types: From the Ironic Portrait Series: Clockwise from left, founders Rich Roat and Andy Cruz, and type director Ken Barber. | illustration courtesy of House Industries
The House process is decidedly old school: First, a concept is hashed out, then it's sketched in pencil and ink, then refined digitally. A typeface can take years to develop -- especially in the OCD world of House -- and a standard font has approximately 228 characters. Most type designers create a family that includes roman, italic, bold, and bold italic, and House builds families, too, but in a black-sheep extended sort of way. Its first line, obliquely called the General Collection, features more than 50 treatments, including Crackhouse, Halfway House, Slawterhouse, and Outhouse.
Just as Warhol elevated the soup can, House mines the miscellaneous minutiae of post -- World War II suburban pop culture. Whether it's monster movies, packaging for Japanese toy robots, or the lettering on punk-rock fliers (House was basically responsible for those grungy, distressed fonts that were ubiquitous during the '90s), the firm finds the type translation. House's Fabulous typeface, from the Vegas collection, was a throwback to the swinging domain of Sammy and Frank, when all marquee lettering was done by hand. Its louche elegance caught the attention of the Las Vegas Convention and Visitors Authority, which licensed the font for its "Only Vegas" campaign.
Just as Warhol elevated the soup can, House Industries mines the miscellaneous minutiae of post -- World War II pop culture and finds the type translation.
Roat, 43, says he and the crew bring a blue-collar approach to design and prefer to think of the company's work as revival rather than retro. He's also quick to dismiss the idea that graphic design, and the art world as a whole, is based on originality. "Total BS," he says. "We can't help but be influenced. Some designers are good at covering up influences or playing them down enough to make people think they're doing something original. We celebrate our sources, publicize them, even introduce our customers, fans, and critics to something they never knew about and make them appreciate it. And maybe even get them to not rip it off."
As with music and film, piracy, these days, is a scourge for type designers (a font is just bits of digital data). In response, House has mounted a stubbornly analog defense by creating lush packages for their offerings that became collectible in themselves. The space-age 3009 font set is delivered in a die-cut spaceship straight out of a '50s sci-fi flick. A cardboard bowling-ball bag for the House-a-Rama line was so well designed, a mail-order company used it as a model for real bowling-ball bags. And upon the release of a sleek, modern font named Chalet, House went Spinal Tap, creating a fictional designer (René Albert Chalet), then recruiting some of the biggest names in typography for testimonials for the packaging. The joke even duped a design magazine into proposing a feature on the rediscovered "master." "It's a way of saying, Do you want the real stuff, or do you want to go down to Canal Street and buy a knockoff?" says Roat. "There's not much Prada can do about Canal Street. But there's still a question of integrity and quality." And it's a question House Industries answers every day.
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Recent Comments | 17 Total
August 25, 2009 at 4:01pm by Sergio Mokko
Designer's work is increasingly in demand in our time. Many people want to have a home with individual design, to wear clothes sewn by individual order, etc. Of course, not a lot of talented designers, they are very popular and this profession is well paid. By Sergio
September 25, 2009 at 9:16pm by soundwel soundwel
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good job, very great article. thanks.
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November 23, 2009 at 8:54pm by bodom bodom
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December 3, 2009 at 3:18am by jni moi
yeah, it seems that the house design turned to be simpler than before, maybe it is due to the faster pace of life. but in the space time we still need some entertainment like convert swf to flv for youtube sharing and so on.