Sometimes heroes quarrel. Even with similar aesthetic directed motives Graphic Designers and Architects do not always "see eye to eye". Designers can be short sighted not always understanding functional requirements and building codes. Architects can undervalue the impact that typography can bring to a space. Together the two can fight the real enemy ... a mundane environment that is not even up to code.
Experiential or Environmental Graphic Design are fairly new terms in the world of design. They evolved from the successful collaboration between architects and designers. Through understanding of shared design principles, graphic designers and architects are successfully able to solidify a sense of place.
Architecture requires a great deal of planning, designing, and engineering prior to it’s construction. Architects are not only trying to create a functional space but are also creating an experience. Sometimes in the overall planning of a building, smaller more personal experiences may not be considered. Typography acts as a host, intimate and relatable, providing non-audible guidance for visitors. Different type treatment can reflect company culture, if not considered it may work against it.