OUGD403 - Type Specimens Research

Type specimens

Type foundries produce type specimens to display the typeface and fonts they create. They demonstrate to buyers what the type looks like in various different sizes. They also show a dummy text model, usually set on a headline or paragraph. This is where the famous ‘Lorem Ipsum’ phrase usually appears.

A printer may also choose to display a pangram, which is a sentence that contains all the letters of the alphabet.

OUGD403 - Studio Brief 02 - Typeface Design: Rationale and Crit

Typeface design: Rationale and Concept Crit

Rational:

Idea 1: LOUD

The typeface called Loud will use a bold sans serif type. Large counters will be used to represent an open mouth. Suited to title fonts, this type will be used as the headline for a music magazine or the branding for a music venue or pop band. This typeface will be attention grabbing and in your face. The typeface will explore using neo-humanist sans that have a reduced stroke contrast and apertures are even more open. The x heights are larger.

The typeface will be based on Helvetica. This typeface will make Helvetica obnoxious, in contrast to its initial intention of being a neutral typeface and give it personality, it will challenge the perception of Helvetica being a corporate font. 

Idea 2: HONEST

This typeface will use a serif font. It will be elegant and will make use of negative space. It will be pure and simple. The typeface will be inspired by old-style serif fonts that are closely associated with handwriting. It will have an organic feel. This type will be based on Garamond as  this type has a relatively organic structure resembling handwriting.

Idea 2: LIVING

This type has an ironic name, the typeface will be inspired by gravestone type. It will have a serif typeface. It will have a cold and hard personality. It will be very structured with a high stroke contrast and sharp edges. The typeface will use Times New Roman as a starting point for this typeface as it is solid and robust.

Concept Crit  

My first idea was well received. It is agreed that that a sans serif would be most appropriate for this idea. It was suggested that this typeface should be kept bold, large, simple and uppercase.

For my second idea I have had suggestions that Times would work well, although I’m not sure I agree as Times New Roman seems like a corporate type which is not something I associate with honesty.

My LIVING type idea went down well. The irony was appreciated.

I will continue to develop idea 1, LOUD.

OUGD403 - Studio Brief 01 - Logotype Final Crit

Logo Type final crit.

In response to my brief I have produced 5 logotype proposals for the rebrand of my given company. My company is an Estate Agency called Disanchor. My companies demographic is young professionals living in the city. The logo I have designed will appear on the shop front, leaflets, official documents, business cards and for sale signs as well as online and in local newspapers. 

I have used Futura for all of my designs as I think this type is most suited to my target audience as it is a fresh clean type. Throughout all 5 logo types I have considered the compositions, spaces, spacing and weight, however, some designs are more successful than others.

My first 3 designs, shown above, all use a variety of kerning, uppercase and lowercase and centring. The far right design uses italics. 

For my 3rd design I experimented with opacancy and colour. I have used uppercase on this design because I  think it is easier to read, I also think it is more apt to city living and modern housing. I liked this design although I think it may be more suitable for student lettings rather than young professionals. 

                         

The feedback I received on this idea was positive, however it was mentioned that the logo doesn't show much insight into the world of estate agencies. The logo seemed a bit simple in comparison to the role of an estate agent as moving house is quite a complicated ordeal. 

Finally, I presented my favourite idea to the group. In my opinion this is the most successful logo I have created and I think it works well in context but I was worried that the house that substitutes the A was gimmicky.

I am please with the response I received on this logo. My group agreed that the logo works well in context. Other comments I received where that the logo looked clean and fit for purpose. It looks young and is appropriate for the demographic. It clearly shows a service not a product. The line that goes around the logo was well appreciated, it was said that the line represents consistency and the flow of the line represents a clean journey from start to finish. The design also looks trust worthy. I am very happy with the feedback I have received, especially in comparison to my first crit. I think that the logo I have created is fit for purpose.