The author does explain[0] his underlying persective/meaning of Brutalism:
> Brutalism wasn’t a specific material or style, it was an attempt to be true to the raw qualities of materials. It was an ethic.¹⁸ Signifier adheres to this ethic, Brutalism’s core concepts framed my working process and thinking rather than pre-determining the outcome. There’s a sense of the vector, the grid, the underlying digital nature. For instance, you can’t see that Adobe Garamond’s a is digital, but you can see it in Signifier’s a.
And from the footnote:
> “The difference is not merely one of form of words: ‘Neo-Brutalist’ is a stylistic label, like Neo-Classic or Neo-Gothic, whereas ‘The New Brutalism’ is, in the Brutalist phrase “an ethic, not an aesthetic. It describes a programme or an attitude to architecture.” Reyner Banham, “The New Brutalism”, (1966): 10.
I don't believe that the term was applied based on it being a buzzword or a recent trend.
> Brutalism wasn’t a specific material or style, it was an attempt to be true to the raw qualities of materials. It was an ethic.¹⁸ Signifier adheres to this ethic, Brutalism’s core concepts framed my working process and thinking rather than pre-determining the outcome. There’s a sense of the vector, the grid, the underlying digital nature. For instance, you can’t see that Adobe Garamond’s a is digital, but you can see it in Signifier’s a.
And from the footnote:
> “The difference is not merely one of form of words: ‘Neo-Brutalist’ is a stylistic label, like Neo-Classic or Neo-Gothic, whereas ‘The New Brutalism’ is, in the Brutalist phrase “an ethic, not an aesthetic. It describes a programme or an attitude to architecture.” Reyner Banham, “The New Brutalism”, (1966): 10.
I don't believe that the term was applied based on it being a buzzword or a recent trend.
[0]: https://klim.co.nz/blog/signifier-design-information/#footno...
Edit: Added reference to the location in the article