The Harsh Clarity of New Zealand Typography

New Zealand typography signage design, Robin White
Robin White, Fish and chips, Maketu (1975). Held at Auckland Art Gallery, copyright Robin White.

I’m reminded of an American friend who visited me in New Zealand. We took a road trip down the West Coast, from Wellington to Queenstown, and after a few days of driving through small towns, my friend said something along the lines of: “Typography and signage in this country are fascinating. Everything is so clear, direct and uncluttered.”

Peter was talking specifically about shop signs and billboards—the Tip Top dairy and Fish&Chip shop kind of signs. But his comments stuck with me for some time afterwards.

Comparing some twentieth century NZ and British printing for instance, New Zealand’s is refreshing in its simplicity. Yet it’s a simplicity with strength and directness; it’s not watered-down “minimalism” or any kind of Instagram-age aesthetic (it has obviously existed long before any of that, as Robin White’s painting shows). I almost want to say that printing work like the Caxton Press’ has a “noble simplicity and quiet grandeur”. I’ll stop just short, but it’s nice to think about the signage of your local fish-and-chip shop in the same way as Winckelmann once pondered the Apollo Belvedere.

Maybe, perhaps, possibly the “harsh clarity of New Zealand light” is expressed somehow in our typography, and maybe our book printing? Perhaps the peculiar quality of our direct and un-ozone-mediated light influenced our typographers as it was said to influence the likes of Rita Angus, Christopher Perkins and Colin Mccahon?

I’m not as interested in causes as I am effects. Our signage and our typography is as it is (is as great as it is)—what now? Kris Sowersby’s National typeface is now in use all around the world, from the Huffington Post’s website to a new biography about Mies van der Rohe. (Of all accolades for a modernist-tradition designer, being called upon to help sell Mies’ design must surely be among the highest.) My personal favourites are Sowersby’s “Untitled” typefaces, a kind of distillation of type design to a level where our subconscious barely recognises them as design at all. They have a kind of simplicity to them, even a noble one, but that’s coupled with a—well, screw it, a quiet grandeur. They aspire.

Kris Sowersby Klim Type Foundry New Zealand Typeface
Kris Sowersby and Klim Type Foundry’s Untitled Serif. The choice of sample text is his not mine.

Sowersby is drawing on the “Super Normal” philosophy of Naoto Fukasawa and Jasper Morrison, where design is so subtle as to be invisible. He didn’t invent the idea. But again, a New Zealander is at the cutting edge in typography, as, supposedly, one was at the end of the nineteenth century. In the 1890s it was said by a “leading English typefounder” that “‘For the future historian of typefounding of the present generation we shall certainly have to go to New Zealand”—this being a reference to the work of Robert Coupland Harding and his Typo journal.

To belabour the point about Kris Sowersby and his Klim Type Foundry: what I am most enamoured with is the insistence that (as he titled an exhibition last year at Objectspace) “There is no such thing as a New Zealand typeface.” That’s right! This is not a New Zealand typeface. It’s just a typeface, a really good one. One that happens to have been made by a New Zealander. Whether you’re talking about his “National” or his “Untitled”, or even his “Newzald“, they’re just typefaces. They also just happen to be some of the best that designers around the world can get their hands on.

In an interview in 1944 Jackson Pollock said:

“The idea of an isolated American painting, so popular in this country during the thirties, seems absurd to me, just as the idea of creating a purely American mathematics or physics would seem absurd… And in another sense, the problem doesn’t exist at all; or, if it did, would solve itself: an American is an American and his painting would naturally be qualified by that fact, whether he wills it or not. But the basic problem of contemporary painting are independent of any one country.”

I think that’s what Sowersby and Objectspace were getting at with “There is no such thing as a New Zealand typeface.” It’s also why I don’t really believe in “New Zealand art”, or “New Zealand writing”. If it’s good it’s just “art” or “writing” or “a typeface”, and the New Zealandness problem “solves itself”, because a New Zealander is a New Zealander and his or her work will inevitably be shadowed by that fact.

Peter Robinson was then half right with his 1998 work Strategic Plan, where the challenge was laid down: “Mission statement: First we take Manhattan then we take Berlin.” Well, they’re being taken—but not quite with Robinson’s instructions, like “Always attempt to speak the native’s language”, and “Cash in on fashionable contemporary dialogues such as ethnicity, marginalisation and globalism.” Robinson’s work is still in Auckland, but the typographers are well and truly in Manhattan and Berlin.

I’m being unfair to Robinson. His work is much more nuanced than that, and points out the hollowness of those “instructions” as much as it implies we should follow them. But I raise it because really, the New Zealanders doing some of the most groundbreaking work, in art, writing and typography are doing it in the most New Zealand way possible: so damn modestly that it’s sometimes hard to even see. No emphasising idigeneity, no American-style self-promotion. Just fantastic work. The best seem to have absorbed the lesson of Allen Curnow that somehow or other was forgotten along the postmodern way: “It is not by harping on what is native, indigenous, insular that any of these songs are news: if they are good they cannot but be news of the human condition.”

One more quotation, this one Donald Judd’s: “The importance of art done in the United States since World War II… is most easily explained by saying that a few artists simply decided to do first-rate work.” Granted, it was maybe a little more complex than that; but unless artists know they’re doing first-rate work, what can dealers, curators, publishers and politicians ultimately do? I end with this quotation because people who happen to have passports issued by New Zealand are doing first-rate work.

Can you tell I’m excited?

Peter Robinson New Zealand art
Peter Robinson, Strategic Plan (1997). Held at Auckland Art Gallery, copyright Peter Robinson.