Description:

IDIOT is a response to the ISTD Brief ‘Putting Things in Order’ which investigates various methods of organisation. This is an exploration of intelligence testing and the different ways you can be categorised depending on your intelligence quotient. In other words, it investigates how you can determine what type of ‘smart’ you are and how this is measured. Being intelligent is much more than being a little nerdy
or scoring high on tests. Intelligence isn’t about what you know but rather more about what you do with what you know.

Essentially anyone can take a test and be called a genius but what does that really mean? IDIOT tells the story of intelligence through the IQ testing system and discusses the effectiveness of intelligence test scores alongside characteristics of different types of smart. Alongside the serious discussion of intelligence is a first-person commentary as a humorous take on what appears a rather limited form of measurement. There are two main sections which include the test scores and different types of intelligence. This aims to educate the reader on how testing works as well as give insight into understanding the complexities of individual forms of intelligence.

The visual language of the publication is a balance between information and interpretation. It takes inspiration from a standardised intelligence test that is built on structure, cohesion and consistency. This sits alongside a humorous exploration through type. IDIOT uses a mix of informational and colloquial language to highlight the differences between the categorization of intelligence and the application or expression of it. An example is the wordplay on the cover with explores the differences between IQ and IDIOT through colour. There is a limited colour palette throughout with neon green and blue alluding to intellectual and nerdy attributes with references to academia, science and data. Personal case studies demonstrate how intelligence testing is applied while duotone blue images continue the analytical approach taken.

The choice of typeface is Telegraf produced by Pangram Pangram Foundry. Telegraf is influenced by handling communication systems to transmit information and data, known as telegraphy. It only seems fitting to use an intelligent typeface to reflect the topic of intelligence.

This target audience is primarily intended to appeal to those who are interested in intelligence or who strive to become more intelligent. The audience will be motivated to learn more about how their intelligence is measured and what this means.

IDIOT is a perfect-bound book, portraying a professional and educational look and feel. This is encased in a plastic sleeve to reflect the idea of not being able to begin the test until the sleeve is removed. As our intelligence is about what you do with what you know, it’s only appropriate to highlight that some information is also concealed.