THE SUBJECT
A man who loves letters.
Like his grandfather, Joan Trochut, recognized star of typography.
“There must be a genetic memory of this love of the alphabet,”
admits Alex.
Born in Barcelona, he studied graphic design at Elisava, the Superior School of Design and Engineering in his city.
After Barcelona and Berlin, he moved to New York in 2012.
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THE VERB
Dress.
For Alex Trochut, designing letters is equivalent to dressing writings.
Text and image are one:
“Typography represents the non-verbal communication of the written medium.”
Typographer, he works for Apple, Coca Cola or Nike as well as for the Rollling Stones, Katy Perry and AC/DC.
“I like the idea of speaking several languages and adapting to different territories,”
he says.
PDS
THE OBJECT
The 1931 Alphabet he created for Jaeger-LeCoultre.
A signature alphabet inspired by Art Deco, the style at the origin of the Reverso watch:
“Each letter emphasizes the…
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