Otto Neurath’s Isotype

Otto Neurath’s Isotype Pictographs

“Consistent Visualization”

• Neurath believed that as the world is preparing for the future, the gap between the educated and uneducated must be filled
• A good way to bridge the gap would be through communication
• “One solution is Isotype, a method with a special visual dictionary and a special visual grammar; that is, a new visual world, comparable to our book and word world. Charts, pictures, models, movies, games, illustrations can, with a little related text, show in this symbol language the main facts and explain the important problems in any field of knowledge (Neurath 1937).”

Reading down:
1–worker

2–coal
3–coal-worker
4–mechanized mining
5–hand mining

• “For example, there is a symbol for shoe and another for factory. By joining these two symbols to make a new one, we can talk about a factory in which shoes are made. By another combination of symbols, we can discuss shoes made by machinery and shoes made by hand. Similarly we can add the symbol for coal to the symbol for worker; and we can make an Isotype for mechanized mining and for pick mining. (Neurath 1937).”

Can then place these symbols on maps to show their location and distribution, or place them on charts to express statistical relationships.

Otto Neurath focused mainly on using his isotype language in educational texts, posters, and museums to represent social statistics.

Modern Hieroglyphics (PDF File discussing the evolution of isotype)

• argues that these symbols are not universal and they must be learned; they are culturally specific

Symbols for women and men restrooms – woman symbol based on western fashion

Modern Day Applications

• One of the most widely recognized use of isotype design was implemented by the U.S. Department of Transportation
• AIGA (professional association for design) in collaboration with the DOT created 50 symbols to be used in airports, train stations, and major events (like the Olympic Games)
• The symbols are free from copyright so they are used by many companies worldwide.
• Some Examples:

Air Transportation

Telephone

Customs

Bar

More Examples of Isotype Use

Cool Comic Book Application

• Isotype is based on the idea of reduction – reduction means finding the simplest expression of an object
• Like the claim made by Matt Groening that “the secret of designing cartoon characters… is: you make a character that you can tell who it is in silhouette.
• Austin Kleon blog page discussing using isotype design in comic books

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