2. <TABLE OF CONTENTS>
Introduction
1.0 Excerpts
1.1 Scenario
2.0 Overview
Components
2.1 Original OpenType families
2.2 Do-It-Yourself Kits
2.3 Blog
2.4 Type Collections
2.5 Call for Contributors

3. <INTRODUCTION>//Excerpts
“After architecture, typography provided
the most characteristic picture
of a period, and the strongest
testimonial of the spiritual progress
and development of a people”
Peter Behrens (1868-1940)
Artist, architect, designer

4. <INTRODUCTION>//Excerpts
“The Internet is shaping our society
as much as we shape it, just as radio
and TV shaped and was shaped by
earlier generations
The nature of communications
technology has been influencing
the outlooks and possibilities
of a civilization”
David Tanaka, Hub magazine

5. <INTRODUCTION>//Excerpts
“It has become a cliché to announce
that ‘we live in a remix culture’....
What was referred to in post-modern
times as quoting, appropriation,
and pastiche no longer needs
any special name. Now this is simply
the basic logic of cultural production.”
Lev Manovich, Generation Flash

6. <INTRODUCTION>//Excerpts
“In the future, brands will need to give
their audiences the power to design
their own products. If they don’t
manage to adapt to this power shift,
generation tomorrow, with the
highest expectations of
customization – will be lost to them.
Martin Lindstrom, author of
“BRANDsense” and BRANDchild”

7. <INTRODUCTION>//Excerpts
“Open-source software, blogs, song-sharing
networks, free Internet
telephony -- they're each disrupting
multibillion-dollar industries and
reshaping the landscape of business,
politics, and culture. What's the
common thread behind them all? Us.”
“The Power of Us”, Business Week
magazine, June 2005

8. <INTRODUCTION>//Excerpts
“Learn from yesterday, live for today,
hope for tomorrow. The important
thing is not stop questioning”
Albert Einstein (1879-1955)
Theoretical Physicist

9. <INTRODUCTION>//Excerpts
“Trying to look good limits my life”
Stefan Sagmeister
Designer and Educator
Art Grandeur Nature, 2004

10. <NEW GENERATION>//Do-It-Yourself
Karl Marx believed that the industrial
proletariat would revolt against the
bourgeoisie, creating a state where
the workers own the means of
industrial production

11. <INTRODUCTION>//Current Scenario
The time is now: Do-It-Yourself,
open source philosophy, consumer
generated media, social networking
became ubiquitous.
From software (Firefox),
OS (Linux), and encyclopedias
(Wikipedia), peer production era
has finally arrived

12. <INTRODUCTION>//Perspectives
Having this new scenario taking place,
society will have to rethink about
copyright, authorship, identity,
ethics, aesthetics, rhetoric, privacy,
commerce, and after all, ourselves.
Creative Commons constitutes a
clear example about supporting this
new culture of sharing everything.

13. <INTRODUCTION>//Perspectives
Basically Type 2.0 proposes
that what is happening with the Web
right now will also occur with
typography: creative chaos

14. <COLLABORATIVE TYPE DESIGN>
Collaborative type design
projects happened in the past
(e.g. MetaDesign’s Crank Call,
Neville Brody’s Telephone), but:
• They had limited scope (open only
to specialists in the field)
• They reached a small audience
(10-40 people)

15. <COLLABORATIVE TYPE DESIGN>
Type 2.0 is an unprecedented
collaborative type design project
combining typography principles with
current trends and contemporary
issues available in our society
As a result, it may be considered the
next stage of typography development

16. <COLLABORATIVE TYPE DESIGN>
Potentially thousands of participants
having an Internet connection and
some expertise with vector-based
tools would be able to create their
own fonts based on an existing one

17. <COLLABORATIVE TYPE DESIGN>
Instead of traditional font families usually
comprising a fixed number of
characters produced by a specialist,
Type 2.0 outcome would represent
an infinite type family, encompassing
thousands of specimens being
created/remixed on a daily basis by
everyone (designers, non-designers)

18. <TYPE 2.0>//Distribution
On the other end, consumers would be
able to consume in the way they want:
• Universal Type Collection
(including all specimens)
• Alternate Type Collections
( created by other users)
• Separate Glyphs/Letterforms

19. <TYPE 2.0>//Collaborative
Type Design Project
Type 2.0 represents a new paradigm:
potentially thousands of collaborators
with an Internet connection and some
expertise with vector-based tools
would be able to create their own
fonts based on original alphabets
developed by professionals

20. <TYPE 2.0>//Objectives
Type 2.0 aims to be a platform for:
2.01 Innovation through the synergy
provided by a highly collaborative/
participatory environment
2.02 Emerging talents express new concepts
and ideas without market constraints
2.03 Education about typography

21. <TYPE 2.0>//@ a Glance
Paradigm Market Biz Model Author Aesthetic Product Cycle Distribution
TYPE 2.0 • Decentralized
• Creative Chaos Open Source Specialists,
Non-specialists
• Raw
• Handmade
• Open-Ended
Unlimited Infinite
• Author Type Collection
• Other Users
Type Collections
• Separate letterforms
TYPE 1.0 • Centralized
• Homogenized
Rights-
Managed Specialist
• Crafted
• Professional
• Perfectly
Formed
Fixed
packages
including
X fonts
Limited • Author Type Collection

22. <TYPE 2.0>//Building Blocks
Type 2.0 is organized in 4 components:
2.1 Original OpenType families
2.2 Do-It-Yourself Kits
2.3 Blog
2.4 Type Collections

23. <Building Blocks>//OpenType Families
Mbryo OT family represents the first
original OpenType family, serving
as a reference of the potential
unlocked by Type 2.0.
It does not simply offer the standard
alphabet, but also incorporates
a myriad of extended characters: ligatures
(standard and discretionary), swashes, as
well as alternates
( contextual, stylistic)

29. <Building Blocks>//Do-It-Yourself Kits
Type 2.0 genetic code is open source:
based on original OpenType families,
DIY Kits contain the entire alphabet
and interchangeable parts, allowing
everyone (designers, non-designers)
to produce their own letterforms

32. <Building Blocks>//Blog
Biolog is available to collaborators
willing to share their experimental
typography creations:
• Publishing
• Peer-to-peer review (comments)
• Classification (tagging system)
• Ranking (rating)
• Distribution (downloading collections
and/or separate glyphs)

35. <Building Blocks>//Type Collections
Based on an original OpenType
family (Mbryo), Plethora represents
infinite OpenType collections.
Each font collection comprises
up to 65,000 type specimens
generated by collaborators
around the world using the
Do-It-Yourself Kit

39. <TYPE 2.0>//Call for Contributors
Taking into account that everything so far is purely
fictional, Type20.org is currently looking for:
• Type Designers (Original OT families)
• Web 2.0 Developers (Web site)
• AI Specialists (automated OT font generator)
• Educators (Type Wiki)
If you are interested in collaborating,
please send an email to:
info@type20.org
Thank you for your time and support. Peace.
Gustavo Machado

40. <TYPE 2.0>//Works Cited
Manovich, Lev. "Generation Flash." File Electronic
Language International Festival. 2002. FILE. 5 Mar
2007
<http://www.file.org.br/english/simposium2002/pale
stras/manovich_lev.htm>.
Meggs, Philip B. A History of Graphic Design.
2nd edition. New York: Van Nostrand Reinhold,
1992.
Tanaka, David. "Info on the loose.“
Hub Digital Living 01 November 2006: 1.

41. <TYPE 2.0>//Works Cited
Lindstrom, Martin. "Life on the edge with generation
tomorrow." Create Magazine. January 2007.
Create Magazine. 5 Mar 2007
<http://createmagazine.com/assets/pdfs/Jan2007/
USA_JF07_BRAND.pdf>.
Hof, Robert D. "The Power of Us." Business Week
20 June 2005. 10 Jan 2007
<http://www.businessweek.com/magazine/content/
05_25/b3938601.htm>.

42. <TYPE 2.0>//Works Cited
Einstein, Albert. "Albert Einstein Quotes." Think Exist.
2006. Think Exist. 5 Mar 2007
<http://www3.thinkexist.com/quotation/learn_from_
yesterday-live_for_today-hope_for/222120.html>.
Sagmeister, Stefan. "Art Grandeur Nature 2004."
Sagmeister, Inc. 2004. Sagmeister, Inc. 6 Mar
2007 <http://www.sagmeister.com/work8.html>.

43. <TYPE 2.0>//Works Cited
“Prosumer." Wikipedia, the free encyclopedia. 05 Feb
2007. Wikimedia Foundation, Inc.. 6 Mar 2007
<http://en.wikipedia.org/
wiki/Prosumer>.
“Do-It-Yourself." Wikipedia, the free encyclopedia.
01 Mar 2007. Wikimedia Foundation, Inc.. 6 Mar
2007 <http://en.wikipedia.org/
wiki/DIY>.