Etaoin Shrdlu is a Rome–based graphic design studio. From editorial to exhibition design we enjoy to transform concepts into objects. We believe in the importance of contamination of different fields. From typography to architecture, from literature to illustration, our approach is based in a close relationship between technical knowledges and artisanal work.
( graphic and typography ) Etaoin shrdlu is a nonsense phrase, a typographic error appeared in old newspaper print because of a custom of type–casting machine operators. It appeared often enough to become part of newspaper lore. It is the order of the 12 most commonly used letters in the English language.
( technique ) Shrdlu was a computer language developed by Terry Winograd at MIT in 70’s. It makes possible actions from the user with the computer, moving objects, naming collections and querying the state of a simplified “blocks world”, essentially a virtual box filled with different blocks.
Person: Pick up a big red block.
( literature ) Etaoin Shrdlu is the title of a short story by Fredric Brown about a sentient Linotype machine, from Cosmolinea B1, an antology of 34 humor–fantasy story written between 1941 and 1950.
Our clients are MAXXI National Museum of XXI Century Arts, The North Face, Lara Ciarabellini, Beppe Sebaste, Conservatoire International de Lunettes, Spalvieri Del Ciotto, Bianchi Veneto Architetti, Stefano Russo, Retropose, Maurizio Carriero, D’Alesio&Santoro and others.
Etaoin Shrdlu! Etaoin Shrdlu! Etaoin Shrdlu!