Rudi de Wet is a South African illustrator, typographer and graphic designer whose work is characterized by bold, energetic illustration and lettering. His recently-completed project for the large-scale graphics in the office of the Australian advertising agency the Furnace has been gaining lots of international attention and awards buzz, but his entire catalog of work is worth spending some looking at. His hand lettering has been found in the campaigns of clients such as Apple, Budweiser, Coca-Cola, Guiness, Ogilvy & Mather, Škoda, among others.
Rudi answered a few questions for The Case & Point via email from Cape Town.
The hand-painted Furnace interior
As a graphic designer and an illustrator, what role does typography play in your work?
Typography has definitely played a massive role in most of my previous and current work and there is definitely a dominant type style coming through. However, I would like to think it’s not the only thing I do — and will do in the future — because I am inspired by a lot of different disciplines. I do see it as necessary and fun part of the process to where I want my work to be going in future.
Budweiser Concepts; Fallon London; Art Director: Peter Lewis
What type of lettering or typography inspires you? Are there pieces that you repeatedly return to for inspiration?
Wow, there are so many! … I wouldn’t say that there are specific ones I repeatedly return to, but there is definitely an interest in traditional lettering such as calligraphy and sign writing, as I greatly admire the technical skill involved. At the same time, I have an interest in where these things go completely wrong according to western society and it’s set rules.
photos of African lettering from Super Duper
That’s the thing that I love so much about African lettering and its vernacular: It’s not quite right but works so well because it breaks all the set rules. I feel sometimes that’s where the magic happens. The website TypArchive and the Township Typography section of Super Duper feature examples of this.
I am always surprised by the interesting mixture of typography wherever I go. For this reason, I am a terrible person to drive with.
Škoda Octavia 90TSI campaign; The Works, Sydney; Art Director: Adrian Goldthorp
Do you see your work as a reflection or extension of a uniquely South African design culture or vernacular in lettering and typography?
I would say yes. At this stage in South Africa there is definitely a similar trend (within the advertising/creative world) towards hand lettered typography. So much so that a lot of the work is looking very much the same within this genre. This is frustrating for me because there is no clear distinction between specific creative’s work, even though it is well executed. I would definitely like to see more people explore new alternatives and not be afraid to just do their own thing that is inspired by South Africa. That said, I definitely feel my work is an extension of the African vernacular.
Illustrated lyrics for Apple iPod Poster
Cover artwork for Austrailian Creative magazine
Lettering for Queensland Teachers Credit Union; Junior Advertising; Art Director: Simon Hipgrave
What made you decide to pursue a creative career? Was is something that you always knew was right for you, or was there a moment of inspiration?
I visited Holland for a bit before I started studying because I was unsure what the right career path was for me. I went to see the graduate show at the Royal Academy of Fine Arts in the Hague and kind of had a ‘light bulb’ moment that validated the feelings I had about getting into a creative industry for a career. After that I knew I had to enroll in some sort of arts degree.
Nutrient Water & Nutrient Water X Concepts; The Furnace
Where do you find inspiration outside of the typography and design world?
I am very inspired by fine arts and going to exhibitions, I would much rather be doing fine art than commercial advertising work. Good music is always very important. I’ve also recently started surfing again which is a great break away from the usual day to day and it helps me clear my mind and of course get some exercise! I am obsessed with making a proper cup of coffee, my vegetable garden is doing pretty good… and cannot wait for my bicycle to arrive in Cape Town from Melbourne so that I can start cycling again.
Rudi de Wet has a bachelor of fine arts and graphic design from the University of Stellencbosch in South Africa. He has previously worked in the advertising industry in Melbourne, Australia, but recently returned to live and work in Cape Town.
