The Education Of A Sforza Critic

Unbelievable. Aided only a 40-oz., and using only a reference-letter-seeking grad student as a nervous sounding board, Steven Heller turns out 5,000 words of derision for the "lackluster," "atrocious" design of Sforzian Backdrops ["all the subtlety of a PowerPoint presentation for a financial-services company"], all without betraying the slightest clue about the how or why or what for behind them.

Seriously, the entire thing is about typefaces and dropshadows. Does he not recognize the television and cable news origins of the backdrops' "style"? Does he not question for a second how well they might perform the multiple objectives they're designed for? What their purposes might actually be? Who their intended audience is? What their effects or implications are when they're published and broadcast? All of these questions have been widely researched, documented, and commented on--not just here, either, but by the creator of these graphics, Scott Sforza himself.

Someone is in need of a serious education in Google.

POTUS Typographicus: Appealing to the Baseline and George W’s Typographic Legacy [metropolis/ via designobserver]

Since 2001 here at, I've been blogging about the creative process—my own and those of people who interest me. That mostly involves filmmaking, art, writing, research, and the making thereof.

Many thanks to the Creative Capital | Warhol Foundation Arts Writers Program for supporting that time.

comments? questions? tips? pitches? email
greg [at] greg [dot ] org

find me on twitter: @gregorg

post info

first published: July 11, 2006.

next older post:
Geodesic dome house in Reykjavik

next newer post:
The Re-Searchers

recent projects, &c.

Our Guernica Cycle, 2017 –
about/kickstarter | exhibit, 2017

Social Medium:
artists writing, 2000-2015
Paper Monument, Oct. 2016
ed. by Jennifer Liese
buy, $28

Madoff Provenance Project in
'Tell Me What I Mean' at
To__Bridges__, The Bronx
11 Sept - Oct 23 2016
show | beginnings

Chop Shop
curated by Magda Sawon
1-7 March 2016

eBay Test Listings
Armory – ABMB 2015
about | proposte monocrome, rose

It Narratives, incl.
Shanzhai Gursky & Destroyed Richter
Franklin Street Works, Stamford
Sept 5 - Nov 9, 2014
about | link

TheRealHennessy Tweets Paintings, 2014 -

Standard Operating Procedure
about | buy now, 284pp, $15.99

CZRPYR2: The Illustrated Appendix
Canal Zone Richard Prince
YES RASTA 2:The Appeals Court
Decision, plus the Court's
Complete Illustrated Appendix (2013)
about | buy now, 142pp, $12.99

"Exhibition Space" @ apexart, NYC
Mar 20 - May 8, 2013
about, brochure | installation shots

HELP/LESS Curated by Chris Habib
Printed Matter, NYC
Summer 2012
panel &c.

Destroyed Richter Paintings, 2012-
background | making of
"Richteriana," Postmasters Gallery, NYC

Canal Zone Richard
Selected Court Documents
from Cariou v. Prince (2011)
about | buy now, 376pp, $17.99