Kinetic Typography vs Swiss

キネティック・タイポグラフィ / スイス・スタイル

Kinetic Typography comes from Lettering and Swiss from Functionalism. One is technique and the other style. They are reached for with different intent, which is the fastest way to tell them apart.

Kinetic Typography

Kinetic Typography — ソール・バス『北北西に進路を取れ』タイトル（Art of the Titleより引用）Kinetic Typography — ソール・バス『或る殺人』タイトル（Art of the Titleより引用）Kinetic Typography — 『フラッシュ・ゴードン』オープニング・クロール 1940 — Wikimedia Commons / Public domain

Converts the meaning of a word into speed, pause and direction, so that the time of reading is itself designed.

Swiss

Swiss — Josef Müller-Brockmann《Beethoven》ポスター 1955 — Wikimedia Commons / CC BY-SA 4.0Swiss — Josef Müller-Brockmann《Musica Viva》ポスター — Wikimedia Commons / Public domainSwiss — Josef Müller-Brockmann《der Film》ポスター — Wikimedia Commons / Public domain

Puts order front and center and makes the information itself the protagonist.

Kinetic TypographySwiss
Erafilm titles–digital motion1950s–
FamilyLetteringFunctionalism
KindTechniqueStyle
CuesPer-word motion / Rhythm / Scale change / PausesStrict grid / Sans-serif type / Asymmetry / Objective photography
Best used forMaking a short message physically felt · Carrying the intonation of voice and music to the screenMaking complex information fast to read · Giving an organization rationality and transparency
TypeOne family, varied in weight and widthNeutral sans-serif; be bold with size contrast
CompositionSplit the sentence into words; assign each a trajectory that fits its meaning12-column grid, left-aligned, asymmetric
MaterialKeep the ground quiet; the timing offsets are the starWhite space and objective photographs; almost no ornament
CautionDon't move every word. Motion reads because some words stand still.Too much tidiness turns anonymous. Keep one strong jump in scale.

Put these two together

Lettering ／ Functionalism

IndexStyle