by Jim Nintzel
In Trumpville everything is bigger, grander. And all that he touches is The Best! Rich people are really rich and even the middle class should live in mini mansions or as they are known: McMansions, because they tend to go up so fast.
TRUMP appeals to our core instincts, that bigger is better and that we should always strive to be a part of the grandest and most beautiful things. He makes us feel that we are missing out on something. That our thinking is too limited, that we aren’t being REAL Americans, because REAL Americans always have the the biggest, the baddest, the largest stuff in the world.
If Trump is president will he tear down the White House because it’s too small?
Trump embellishes. He decorates. He adds little curly q’s to his favorite branded term “YOU’RE FIRED” because you are fired for not thinking big enough. You are fired for being too plain. The TRUMP logo is a chiseled serif font stolen from French aristocrats who used it to emboss their golden candlesticks with the lascivious titles of inherited wealth. They used it to demark their palaces, and put it on the land grants and menus and posters of the upper class, covering every square inch with elaborate, over-decorated imagery and type.
Modernist design was a rejection of that kind of pretension. Negative space and a strong grid system dictates the design, along with clean san-serif fonts like Futura and Helvetica Neue. The strength of the graphic goes to battle with commercialism, greed and yes, cheapness.
Donald Trump is the great exaggerator. Elected president he will be the exaggerator in chief. Forbes magazine tells us he even exaggerates his own net worth… by 100%.
To my eye so much of TRUMP style just feels cheap and overblown, like ornateness for the sake of ornateness. The man selling us this vision of America is the Emperor with no clothes. He thinks he knows what is fine and what is beautiful, and he thinks he has the most of it, but really some rascal designers from a tacky New Jersey sweatshop have sold him a bill of goods, and he is no wiser for it. And he turned around and sold it again to us.