What makes typography stand out today

Designs need to go deeper than surface-level appearances, according to Jury President Liu Zhao

For Liu Zhao, the founder and creative director of multidisciplinary studio Another Design, the creative industry is awash with typography that looks good – but doesn’t always contain depth. So he was pleased to see inspiring examples of designs with “social or humanistic value” coming through the Typography jury, where he was Jury President, at this year’s D&AD Awards. He expects this to continue being a key differentiator in the age of AI, which he believes will drive out “shallow creativity” and place a greater emphasis on experimentation and strong conceptual thinking.

Get more insights straight from this year's D&AD Awards judges in Trends from the Jury Rooms.