Archer: Kinetic Typography Definition & Origins

Definition: Kinetic typography refers to moving type. It is an animation technique that is used to make lettering move; (expand, shrink, fly etc.) 

Kinetic typography use has almost exploded recently because of more use of the technique in web design. Once something that was only used in video and television, kinetic typography is gaining popularity as a background effect on websites and in web-based videos. (All of this is possible thanks to higher and more common broadband and increased Internet and web surfing speeds.)

To me, kinetic type is a great way to convey emotion and tone. It adds so much to audio. It can help create a visual where it otherwise wouldn't exist. It is affordable for for those with limited budgets (me) and can add interest to an otherwise stationery type design.

Through Research, I've found that kinetic type is being labelled as an 'emerging trend' with the latest and most frequent use being found in 'lyrics videos' made famous by VEVO Channels; A way to by time, yet record views, before their artists release music videos for a single gaining popularity.

But what I found it that it's been around for a while, which is something I didn't know:

"Researchers at the Human Computer Interaction Institute and School of Design at Carnegie Mellon University have traced the first use of kinetic typography to the 1959 Alfred Hitchcock’s 1959 film “North by Northwest.” In the opening credits, type is used in a movable format. 

A year later, the effect was used again in “Psycho.” “This work stemmed in part from a desire to have the opening credits set the stage for the film by establishing a mood, rather than simply conveying the information of the credits.”

Source: The Kinetic Typography Engine: An Extensible System for Animating Expressive Text

After this point, it became more commonplace in films and also television. I personally have seen it more in beginning & end credits, as well as adverts.

Bass is easily perhaps the most acclaimed in this field for his work on North by Northwest. This was not the only film in which he displayed this medium. Between 1958 and 1960, Hitchcock had many films: Vertigo(1958), North by Northwest (1959), and the ubiquitous Psycho (1960). The opening sequences of all three bear the distinctive imprint of Bass’ work.



Since then, the use of kinetic typography has become more common in film titles and television adverts. An example that was often seen on TV is 's first ever ident for Channel 4, in use from 1982 created by Lambie-Nairn.

Using this as a base, Channel 4 has only gone on to develop it's identity time and time again. From the 'perspective' idents a few years ago to their most current re-launch only a few days go, which refreshingly, is almost exactly the same as Nairn's first creation over 30 years ago.

Again one the first times I remember noticing kinetic type was in Pepsi's "Refresh Everything' adverts. The advert was created to 'show off' Pepsi's new logo. Again, it is bright, clear and engaging and a great way to 'showcase' A new identity.

More recently, it has become most popular in website design, mobile apps and online videos.
It is used for such a wide range of platforms from advertising & promotion to art to music videos. It's become a tool that has progressed static image, with video platform like Instagram, vine and snapchat, moving image is becoming increasingly important as a method of communication.