Dr. Moreall- Analytical Experiments in Human Factors

This project is dedicated to the memoryof P. Scott Makela (1960-1999),former Chair at Cranbrook Academyof Art & Design. Without a doubtone of the most inventive designersof our era, that I had the privilegeto meet seven years ago

<TRIBUTE>

This dissertation started as atypographic assignment formy MFA in Graphic Design.By accident (mea culpa),it suddenly got out of controland turned into a thesis addressinglife and human-nature related issues

G.M.

<PROLOGUE>

Typography does not simply convey meaning and personality, but also reflects the status quo of our society

<A WORD ABOUT TYPOGRAPHY>

Before proceeding, we should ask ourselves:1. Do we really need more energy,more speed, more power, more weaponsof mass destruction, more silicone,more hair transplants, more performance,and finally, more products in our lives?2. Is consumerism the ultimate cureto all disease?3. Is human nature threatening the balanceof Mother Nature, and as a result,putting at risk our own existence?

<IDENTIFYING ROOT PROBLEMS>

Introduction Symbology Game (Viral MKT Experiment) Type Specimens Book Cover Part 2.0 -The beginning of the end Supplementary Material for Analysis Credits

<PRODUCT LIFE CYCLE>

Dr. Moreall is a scientific research project based on the classic science-fiction novel “The Island of Dr. Moreau”,written by H.G. Wells in 1896

<INTRODUCTION>

The narrative is centered on Dr. Moreau,a visionary scientist who conducts genetic experiments by combining human and animal DNA in orderto create a race without malice

<INTRODUCTION>

In fact, Dr. Moreau is trying tosynthesize the following formula:

animal=man=God

<INTRODUCTION>

In addition to so many significant issues being covered including human nature, eugenics, society, religion, Darwinism, ethics and genetic engineering, the book’s focal pointis the identity crisis experiencedby Dr. Moreau’s beasts

<INTRODUCTION>

Those poor creatures feel completelylost regarding their own nature:man or animal? Accordingly,they don’t know how to behave: follow their visceral, animal instincts or act like well-educatedhuman beings

<INTRODUCTION>

• Not to go on All-Fours; that is the Law.Are we not men?

• Not to suck up Drink; that is the Law.Are we not men?

• Not to eat Fish or Flesh; that is the Law.Are we not men?

• Not to claw the Bark of Trees; that is the Law. Are we not men?

• Not to chase other Men; that is the Law.Are we not men?

<DR. MOREAU COMMANDMENTS>

Based on these daunting facts,a 27th character (symbol)was developed including:- The letter “O” represents the mother,a snake (symbol of the medicine)- The ampersand representsthe foetus as a result of Dr. Moreau’sbizarre experiments

*MOAB- privately known in military circles as "the mother of all bombs,“ has been under development since 2002

<MOAB>*//The Mother of All Beasts

<GAME>//A-B-Z-DNA Test

A-DNA B-DNA Z-DNA

Procedures

1. Calibrate your monitor (6,500K)

2. Analyze type specimen

3. Identify letterform

4. Proceed to the next slide

5. Validate your findings

<GAME>//A-B-Z-DNA Test

Ingredients- Classic Pangram- Dr. Moreau’s Commandments

<TYPE SAMPLES> Pangram (remixed)2.0

Dr. Moreall’s human parts were basedon Dead History, a font designedby P. Scott Makela in 1990. In fact,Dead History is a hybrid font basedon two classic typefaces: a serif type,Linotype Centennial and a sans-serif face, Linotype VAG Rounded

<LETTERFORMS ANATOMY>//Dissected

Dr. Moreall’s animal parts are basedon Fella parts, a dingbats family designed by Ed Fella in 1993.Both families (Dead History and Fella Parts) are being currently distributed by Emigre fonts

<LETTERFORMS ANATOMY>//Dissected

The old book cover presents a forest under moonlight, a pheasant andone of Dr. Moreau’s beasts hiddenin the shadows

<OLD BOOK>//Cover Design

The redesigned book cover includesa human egg (which symbolizes life) representing the Island of Dr. Moreau. The black background conveys the island’s dark side. The symbolover it represents the offspring.“The island” is immersed in solution.“a” and “f” characters together formthe female symbol (motherhood)

<NEW BOOK>//Cover Design Decoded

Show your genius to all your friendsby using and wearing Dr. Moreall collectible specimens*

*Available online at Morerabilia.com

<MERCHANDISE>//Dr. More iQ150+

Laboratory Mouse Pad<MERCHANDISE>//Dr. More iQ150+

Mother & Child T-shirt(Rosemary’s baby version) Ingredients- Mother & Child (Herb Lubalin)- Dr. Moreall- Creatures

<MERCHANDISE>//Dr. More iQ150+

Philosophy of Life T-shirt(Rationalism version) Ingredients- I think, therefore I am(Rene Descartes)- Dr. Moreau’s commandments- Gestalt principles

<MERCHANDISE>//Dr. More iQ150+

Are we not men? T-shirt(humanitarian version)

<MERCHANDISE>//Dr. More iQ150+

What a Wonderful World T-shirt*(oxymoron version)

* Available on all types, except AB-

Ingredients- World War II- W3 (World Wide Web)**- “What a Wonderful World”,Louis Armstrong

** After World War II, the United States and the Soviet Union started an arms race, also known as the Cold War.One of the outcomes of this conflict was the Internet, created by the United States in 1969 in order to regainthe technological / military lead, after USSR launched Sputnik

<MERCHANDISE>//Dr. More iQ150+

I Love NY T-shirt(remixed version) Ingredients- I Love NY (Milton Glaser)- XY sex determination system- Metrosexual

<MERCHANDISE>//Dr. More iQ150+

DSL2+ = LSD-25* T-shirt(anagram version)

*DSL (Digital Subscriber Line), or xDSL, is a family of technologies that provide digital data transmission overthe wires of a local telephone network. The latest standard, DSL2+, can deliver up to 24 Mbit/s, dependingon the distance from the DSLAM

Lysergic acid diethylamide, commonly called LSD, or LSD-25, is a semi synthetic psychotropic drug

According to a research conducted by Yahoo and Carat Media in 2003, North American teens spend more timeOnline (16.7 hours) than watching TV (13.6 hours)

<MERCHANDISE>//Dr. More iQ150+

More merchandise specimens are currently under development:- Virus Free- Persona Non Grata- I Love Transgenics- Gestalt- Millennium Bugs- Eco-friendly- Better life through Type- Adopt a Pet

<MERCHANDISE>//Dr. More iQ150+

Genus: Homo SapiensHabitat: iceberg (Canada), Second LifeAge: 1+1x8+30-10=__ ;-) Online activities: 72.10.41.87Real activities: design, educationInfluences: Dada, Antirom, doppelgangerFood: organicBeverage: carbonated H2O, Dr. Pepper LightSoftware: FontLab 5.0.2 + Python scriptsMusic: “War Requiem” by Benjamin Britten,“Language is a Virus” by Laurie AndersonBook: Tibor Kalman- Perverse Optimist Obsession: knowledge (e.g. Coca ColaBlak formula)

<DNA/DNS PROFILING>//Provocateur’s Bio

M@moReSEARCH.dna Dial M for Moreall: 1-800-MOR-EALL

<MORE QUESTIONS?>

Adbusters Culturejammer Headquarters. 2006. Adbusters magazine. Sep. 18 2006< http://www.adbusters.org >

Amnesty International- Working to Protect Human Rights Worldwide. 2006.Amnesty International. Sep. 18 2006< http://www.amnesty.org >

Antirom. 1999. Antirom Collective.Sep. 18 2006 < http://www.antirom.com >

<SUPPLEMENTAL ANALYSIS>

Brown, David. “Herb Lubalin.” 1981.AIGA. Sep. 18 2006 < http://www.aiga.org/content.cfm?contentalias=herblubalin >

Ed Fella. 2006. Ed Fella. Sep. 18 2006< http://www.edfella.com >

Emigre. 2006. Emigre Fonts. Sep. 18 2006< http://www.emigre.com >

<SUPPLEMENTAL ANALYSIS>

Hall, Peter. “Truly, madly, deeply: Laurie Haycock and Scott Makela.” 2000. AIGA. Sep. 18 2006 < http://www.aiga.org/resources/Content/2/3/6/documents/haycockmakelaessay.pdf >

Human Factors and Ergonomics Society. 2005. Human Factors and Ergonomics Society. Sep. 18 2006< http://www.hfes.org >

<SUPPLEMENTAL ANALYSIS>

Kevles, Daniel. “In the name of Darwin- criticism of Social Darwinism.” 2001. PBS. Sep. 18 2006 < http://www.pbs.org/wgbh/evolution/darwin/nameof >

Linotype. 2006. Linotype GmbH. Sep. 18 2006 < http://www.linotype.com >

Milton Glaser, Inc. 2005. Milton Glaser. Sep. 18 2006 < http://www.miltonglaser.com >

<SUPPLEMENTAL ANALYSIS>

National Human Genome Research Institute. 2006. National Human Genome Research Institute. Sep. 18 2006< http://www.genome.gov >

Rene Descartes’ Epistemology. Apr. 14, 2005. Stanford Encyclopaedia of Philosophy. Sep. 18 2006 < http://plato.stanford.edu/entries/descartes-epistemology >

<SUPPLEMENTAL ANALYSIS>

The Island of Dr. Moreau. Aug. 27 2006. Wikimedia Foundation, Inc. Sep. 18 2006< http://en.wikipedia.org >

Tibor Kalman. 1999. AIGA. Sep. 18 2006 < http://www.aiga.org/content.cfm?contentalias=tiborkalman >

Tzara, Tristan. “Dada Manifesto.” 1921.The Review of Arts, Literature, Philosophyand the Humanities. Sep. 18 2006< http://www.ralphmag.org/AR/dada.html >

<SUPPLEMENTAL ANALYSIS>

Universal Declaration of Human Rights.Dec. 10 1948. United Nations. Sep. 18 2006< http://www.un.org/Overview/rights.html >

Welcome to WWF’s Global Network. 2006.World Wildlife Fund. Sep. 18 2006< http://www.wwf.org >

Wikipedia, the Free Encyclopedia. 2006. Wikimedia Foundation, Inc. Sep. 18 2006< http://en.wikipedia.org >

<SUPPLEMENTAL ANALYSIS>