University at Buffalo
Department of


Art & Design

Art History

Visual Studies

NLXL & TypeCon 2008 at the UB Center for the Arts

July 1, 2008  by: Dom

The Department of Art is inviting you to the TypeCon 2008 conference events in the UB Center for the Arts Main Stage Auditorium, on Thursday night, July 17 This will be the opening session for the conference with introductions preceding a presentation by the conference keynote speakers, a team of three NLXL designers from The Hague, The Netherlands.

The TypeCon 2008 conference will fill Buffalo from July 15 to 20 with workshops, lectures and receptions attended by and featuring some of the most influential designers in the professional and academic world. For complete details on TypeCon 2008:

The UB Department of Art and the UB Art Gallery are hosting a full day of conference events on July 17, including a design workshop; an opening for the exhibition of NLXL design posters and an interactive, multimedia installation; the keynote presentation by NLXL and an interactive DJ performance by the NLXL team in the CFA Atrium after their talk. The performance will include electronic music and projected digital typography and design.

The Opening Session with the Presentation by NLXL Designers in the CFA Main Stage auditorium and the following NLXL DJ multimedia performance are open to the public as well as the TypeCon 2008 attendees.

Below are a schedule of July 17 events, a copy of the exhibition invitation and additional information about SOTA and NLXL. 

Looking forward to seeing you there,
Anthony Rozak, Head of the Graphic Design Concentration, Department of Art
Ben Van Dyke, Assistant Professor in Graphic Design, Department of Art

TypeCon 2008 July 17 events at the University at Buffalo Center for the Arts (CFA):

9:00 AM to 5:30 PM NLXL Workshop: Thinking About Thinking CFA Atrium ($110)

5:30 PM to 8:00 PM Opening Reception for NLXL exhibition UB Art Gallery

8:00 PM Opening Session with introductory remarks CFA Main Stage auditorium

8:30 PM Presentation by NLXL Designers CFA Main Stage auditorium

10:00 PM to Midnight NLXL DJ multimedia event CFA Atrium

NLXL Visual communication & Interaction design
ON VIEW JULY 1-JULY 25, 2008
Buffalo, N.Y., — The UB Art Gallery is pleased to present an exhibition featuring graphic posters and an interactive, multimedia installation by NLXL, a design studio for visual communication and interaction design based in The Hague. There will be a public reception on July 17 from 5:30 PM to midnight. The three partners of NLXL, Bob van Dijk, Oscar Smeulders and Joost Roozekrans will be in attendance.

UB Art Gallery’s summer hours are Monday through Friday 12 PM to 5  PM; closed July 4.

NLXL experiments with the possibilities of combining visual and interactive elements within single design solutions. Content, form and technique are carefully considered in each and every solution. NLXL designs logos, corporate and visual identities, web sites and web-identities, event styles, forms, posters, animations, books, content management systems, digital presentations and other digital applications. Their diverse range of clients includes cultural groups (Royal Academy of Art, The Hague), corporations (Nike Europe), and media outlets (MTV), among many others.

The NLXL exhibition is organized by Ben Van Dyke (assistant professor, UB Department of Art). The exhibition coincides with TypeCon2008, a conference which explores type for the screen, printing history, Dutch design, type in motion, Arabic calligraphy, the American Arts and Crafts movement, experimental typography, and much more.

The UB Art Gallery is funded by the UB College of Arts and Sciences, the Visual Arts Building Fund, the Seymour H. Knox Foundation Fine Arts Fund, and the Fine Arts Center Endowment.


NLXL was founded in 2000 after the three partners became colleagues at the historic Studio Dumbar. The three founders, Bob van Dijk, Joost Roozekrans and Oscar Smeulders make up a unique and vibrant design studio in The Hague, The Netherlands. Their ability to balance experimentation with communication is ground breaking. A close friendship was formed with Ben Van Dyke working at their studio during his Fulbright year  (2006-2007). They worked together on various high-profile projects and both van Dyke and NLXL profited from the collaboration. The three partners have lectured around the world with great success and acclaim. The NLXL three have diverse skills that makeup the complete picture of NLXL Design’s potential. Bob van Dijk is the print and 2D master. Joost Roozekrans is the intellectual, the theorist and the most prominent. Oscar Smeulders is the interactive genius and tech-guru. Putting them together on a stage with creative freedom is electric!

NLXL performed for one million visitors at ‘The Movement Festival – Detroit’s electronic music festival’ in 2004, the biggest and most important dance music event in the world that attracts 1 million fans in 3 days. The 2004 festival ‘Movement 04’ featured a dedicated stage for Dutch DJ’s and VJ’s only, named ‘Underground +31/313’. Their performance combines “post-rock” electronic music with typographic print media and kinetic typography along with live feed of the audience. (For additional information: and

On December 4, 2007, Ben Van Dyke’s History of Graphic Design class had the honor of meeting face-to-face the Dutch designers that were featured in their textbook via live video feed and engaged the members of Studio NLXL with a question and answer session. The students asked questions and traded stories about life in the professional arena. It was a success! NLXL created a video about their studio and put on a special show just for our students. During a follow-up phone call, the three partners expressed their excitement with being involved in design education. Wishing to continue the international design education collaboration, they requested involvement in the future of the Visual Studies program at UB. 


The Society of Typographic Aficionados is the primary sponsor of the conference. SOTA is an international nonprofit organization dedicated to the promotion, study, and support of all things related to type — its history, its development, its designers, its admirers and its use in the world of print and digital imagery.

SOTA exists for the affordable education of its members and participants; to further the development of type, typographical information and typography; and to appreciate on multiple levels the attributes of type, typography, design, the book arts, and calligraphy. Furthermore, SOTA is committed to sponsoring relevant topics in pursuit of these goals. SOTA pursues these goals through its annual TypeCon conference.

For complete details on TypeCon 2008:

202 Center for the Arts, North Campus
Buffalo, New York 14260-6010
(716) 645-6878
(716) 645-6970 fax
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