OUGD504 - SB01 - Typeface Choices

OUGD504

SB01

Typeface Choices

Northern Characterised Typefaces:

Open Sans is a humanist sans serif typeface. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimised for print, web, and mobile interfaces, and has excellent legibility characteristics in its letter forms.

 This typeface reflects the north of England as neutral and friendly, the bold derivative gives a strong, industrial feel.

 Orator is a mono spaced typeface made up of capitals and small capitals only. It can be used for tabular material or technical documentation. 
The name Orator comes from the notion that capitals and small capitals are clearer than upper and lowercase letters, thus making it useful for speech notes. It was designed for IBM typewriters by John Scheppler.

This typeface is relevant to the north of England as it has a no nonsense approach, the design concentrates on legibility and function. Reflective of the industrial heritage and attitude of the North

Originally a Bitmap typeface it has been developed to be more legible on two colour screens. The type has been altered to be less harsh than a bit mat typeface, making it seem friendly. 



Southern Characterised Typefaces:

In advertising Bodoni has been used in many logos because of its classic style including Guerlain, Elizabeth Arden, Giorgio Armani and the classic “CK” for Calvin Klein. In magazine publications such icons as Harper’s Bazzar and the classic architecture magazine Metropolis both use Bodoni as their basic text font. In addition Elle magazine ahs used it for logo and titles.

Bodoni is a classic typeface used for high end brand in both title text and copy. It can be associated with affluent areas of London as it is used in the identity of brands such as Dior and Vogue

 Baskerville, designed in 1754, is most known for its crisp edges, high contrast and generous proportions. Baskerville is categorised as a transitional typeface in-between classical typefaces and the high contrast modern faces. The serifs of this font make for a more sophisticated typeface. The serifs also make for greater legibility in body text and smaller points. 

 Georgia is characterised as a elegant yet legible font. This type face relates to the high society focused in the London area. The legibility makes it a practicle choice.

Late in the seventeenth century, the English writing master, Charles Snell, decried all flourishes in the Puritan tradition and stood for a plain and efficient form of roundhand. The large x-height of these unadorned forms suited the purpose of the English roundhand, the standard commercial hand of the developing economic revolution, the typewriter face of its day. This typeface is elaborate and graceful. The opposite to the sturdy typefaces chosen to represent the north.


Combinations

Chosen Typefaces;

North = Open Sans Condensed Bold

South = Bodoni 72