Non-Format isn’t just a quirky name; it’s a creative powerhouse blending graphic design and art direction, formed by the dynamic duo, Kjell Ekhorn from Norway and Jon Forss from the United Kingdom, back in 2000. They shook up the design world from their studio in London, and later, wove their eclectic influence across continents from Minneapolis to Oslo. This transatlantic duo has been redefining the norms of graphic design, marking their territory without staking a conventional claim to any single style. They advocate for a world where artistic expression isn't confined by preset rules or expectations.
Non-Format’s work is a rebellion against the classic; they embrace imperfection, abstraction, and unpredictability. Their projects range from album covers to advertising campaigns, and each piece reflects a distinct narrative that invites onlookers into a dialogue about the intersection of art and mass media. Their designs are bold, often flirting with chaos, yet always maintain an underlying harmony. The result is a body of work that’s not easily classified, challenging the viewer's perception and understanding.
Their journey began over two decades ago, during a time when design was grappling with the digital boom. Designers were starting to push the boundaries of traditional graphic design, playing with new technologies and ideas. For Non-Format, this was an opportunity to explore beyond the restrictions of Swiss design principles or post-modern influences which dominated the scene at the time. Instead, they embraced the rising digital tools and harnessed them to create organic, fluid designs that defied grid-based layouts.
Non-Format’s influence stretches into editorial design, where they further push the limits of typography and layout, creating visual experiences that are as engaging as they are thought-provoking. Their approach is less about conventional readability and more about creating an emotional reaction. The rhythm, form, and texture of their type meet the freedom of illustration, blending into a singular visual language that speaks to the curious soul.
In polarizing times, Non-Format’s non-traditional methods bring an unconventional joy. They demonstrate how a departure from the norm can be rewarding, suggesting that perhaps rules in design, much like societal expectations, are meant to be questioned and, at times, broken. For some, their work is a refreshing break from cookie-cutter design; for others, it’s a challenge to conditioned tastes.
Understanding Non-Format also requires acknowledging why deviation in design matters. It’s not just aesthetics they’re after but creating moments of surprise and breaking monotony. This is particularly resonant with Generation Z, a cohort already comfortable with eclectic visual languages and who values emotional authenticity in visual storytelling.
Critics might argue that such approaches disregard the importance of clarity and functionality in communication, that art for art’s sake can sometimes overshadow the message. However, Non-Format effectively balances their designs to ensure that there’s a purpose at the heart of every project. Their work isn’t about anarchy; it’s about harmony in expression, about finding cohesion in the chaos.
Supporters see Non-Format as motivators for innovation, encouraging designers to take risks and experiment beyond traditional boundaries. They showcase how abstraction and deviation can lead to more inclusive discussions and perspectives within visual media, fostering creativity without restraint.
Non-Format continues to inspire the next generation of designers to map their unique paths, to understand that limitations are often self-imposed and that creativity flourishes when one dares to question. It’s about daring to embrace the ‘what ifs’ rather than settling into the ‘this is how it’s done’.
In today’s fast-paced, ever-evolving digital world, the fluidity and adaptability of design are more crucial than ever. Non-Format’s work reminds us of the value in diversity of thought and representation, serving both as documentation of a space and a clarion call for more voices and expressions. Embracing such a wide array of influences while pushing forth their unique perspective keeps the duo relevant and revered.
As graphic design becomes more encompassing, embracing different styles and methodologies, the narrative woven by Non-Format continues to resonate. It is a testament to not just what is seen, but how design can feel as it provokes, challenges, and delights. Non-Format illustrates the possibilities when art and design break free from the confines that once held them. Their legacy propels future creatives to interpret and translate the world in diverse, awe-inspiring ways.