The Insane Graphic Design in Severance

Summary

In *Severance*, graphic design, branding, and typography are integral to the storytelling, shaping the show's unsettling atmosphere. Lumen Industries uses two distinct logos, each representing different facets of its identity: a global, authoritative image and a more sinister symbol of control. Typography plays a key role in conveying the company's cold, manipulative nature, with fonts that evoke authority, passive aggression, and cult-like reverence. The show's design elements are not just aesthetics; they actively reinforce the psychological horror of a dystopian corporate world where employees are trapped in an oppressive system, making Lumen an omnipresent force in their lives.

Takeaways

• 😀 Lumen, the corporation in *Severance*, uses two distinct logos to symbolize its dual identity: a public-facing brand and an internal control symbol.
• 😀 The globe logo represents Lumen's global influence and corporate dominance, similar to real-world giants like IBM and General Electric.
• 😀 The droplet-in-rectangle logo symbolizes control and containment, emphasizing the reduction of employees to their work identities and their confinement within Lumen's walls.
• 😀 Typography in *Severance* is crucial for creating an unsettling atmosphere. Every typeface was carefully chosen to reinforce the show's dystopian themes.
• 😀 Manifold Extended CF, Lumen's primary font, is sleek and mechanical, reinforcing the corporation's calculated, soulless nature.
• 😀 Former DJR is used for internal documents and carries a passive-aggressive tone, echoing the corporate world's impersonal and controlling attitude.
• 😀 Optima, a font used for Lumen's founder Kier Eagan, emphasizes the cult-like devotion to him, contributing to Lumen's religious undertones.
• 😀 Input Sans is the typeface seen on interfaces and statements that manipulate employees mentally, reflecting Lumen's psychological control over its workers.
• 😀 Scriptorama Trade Show JF is a retro brush script that contrasts with Lumen’s cold corporate identity, reinforcing the company’s attempt at false friendliness.
• 😀 The design elements in *Severance*, including logos and typography, work together to create a constant feeling of corporate oppression, making Lumen a force of control rather than just a company.

Q & A

How does *Severance* use graphic design to enhance its narrative?

Graphic design in *Severance* plays a key role in shaping the show's atmosphere and themes. Logos and typography are not just visual elements but serve as symbols of control, manipulation, and dehumanization, reinforcing the dystopian nature of the corporate environment within Lumen Industries.

What is the significance of Lumen's two logos?

Lumen's two logos represent the dual identity of the company: the globe logo symbolizes its global, authoritative presence in the outside world, while the droplet-in-rectangle logo represents internal control, containment, and the reduction of employees to work identities within Lumen's walls.

How does the globe logo reinforce the corporate image of Lumen?

The globe logo is designed to evoke real-world corporate giants like IBM or Bell Systems, using a clean, impersonal typeface and globe imagery to suggest global dominance, technological progress, and corporate authority. However, this external image contrasts with the company's isolated and repressive internal environment.

Why is the droplet-in-rectangle logo considered sinister in *Severance*?

The droplet-in-rectangle logo represents the psychological control over employees. At first glance, it appears simple and harmless, but it symbolizes the containment and reduction of employees to their work identities, emphasizing the oppressive structure within Lumen's walls.

What role does typography play in creating the unsettling atmosphere of *Severance*?

Typography in *Severance* plays a critical role in enhancing the eerie, corporate horror atmosphere. Fonts are carefully chosen to evoke a sense of coldness, manipulation, and authority. They act as tools of control, subtly influencing the viewer's perception of Lumen's dystopian world.

What is the significance of the font 'Manifold Extended CF' in the show?

'Manifold Extended CF' is used as Lumen's dominant corporate typeface. Its sleek, extended form gives it a precise, mechanical feel, reinforcing the company’s calculated and soulless nature. It is used on signage and important company materials, making the corporation feel impersonal and authoritarian.

How does the 'Former DJR' font contribute to the show's themes?

'Former DJR' is a passive-aggressive corporate font seen on internal documents like injury notices and security instructions. It mimics a professional, friendly appearance but carries an underlying sense of manipulation, emphasizing Lumen's control over its employees through passive aggression.

What is the purpose of the 'Optima' typeface in *Severance*?

'Optima' is a humanist sans-serif font associated with power and status. In *Severance*, it is used to highlight Lumen’s reverence for its founder, Kier Eagan, and to create a cult-like atmosphere around his figure, turning him into a god-like presence within the company.

How does the 'Input Sands' font affect the viewer's perception of Lumen?

'Input Sands' is used for most of the show's interfaces and represents psychological control. The font’s cold, data-driven appearance reflects the oppressive, bureaucratic nature of Lumen, reinforcing the idea that the workers are trapped in a manipulative system where they interact with dehumanizing technology.

What does the 'Scriptorama Trade Show JF' font symbolize in *Severance*?

'Scriptorama Trade Show JF' is a 1950s-style brush script used in minor signage at Lumen. It evokes a false sense of warmth and friendliness, but its presence in the otherwise cold, corporate setting underscores the dissonance between the company's facade and its true authoritarian nature.

How does *Severance* use graphic design to reflect the company’s split identity?

*Severance* uses its dual logos and typography to reflect Lumen’s split identity. The globe logo represents the company’s external, trustworthy image, while the droplet logo signifies the internal, oppressive culture. Typography further enhances this duality, with fonts representing both corporate authority and psychological manipulation.