Syntax of Visual

About The Entry

Syntax of Visual is a visual identity project for a conceptual exhibition in New York, inspired by Paul Martin Lester’s syntactic theory of visual communication in 2006. Lester’s theory emphasizes that the best message is the one that uses both words and images to its greatest advantage. When words and images have equal status, the combination of them will be very powerful within all media of communication and transfer the culture from one generation to the next. Through curation of influential works from design and art history that interweave images and words, this exhibition will showcase how the harmonious integration of words and images can serve as a powerful medium to amplify the impact of visual messages. This exhibition will invite designers and artists to breathe between images and words, among lines, shapes, types, and visual symbols to listen to the whisper between words and images.

This project centers around a custom digital typeface that redefines the relationship between words and images. Designed in black and white, the typeface seamlessly integrates visual properties of imagery, allowing fluid transitions between text and form—much like scanimation in motion. This transformation mirrors the rhythm of breath, creating an experience where words whisper, visually and audibly, as they are read. Beyond its expressive movement, the typeface is meticulously designed for versatility, ensuring seamless adaptability across multiple media, either digital and print media. Its flexible nature allows for dynamic layouts and compositions, making it suitable for a wide range of design applications. Whether in motion graphics, editorial spreads, or interactive experiences, this identity system harmonizes typography and imagery to create a fluid, responsive, and immersive visual language.

It invites creatives to dwell in the space between word and image, and to attune themselves to the subtle dialogue that emerges when visuals and language speak as one.