OUGD204 - Type session 2

Type analysis task


It was interesting to analyse a typeface in more depth, discovering aspects I would have ignored at glance - that of which could potentially alter how I choose a typeface in the future. I kept the layout relatively simple, splitting the canvas in half - definition / description and the key characteristics / comparison with Helvetica.

The letters most common for defining and representing a typeface are 'g', 'Q', 'a', and 'j', for example, as these have the potential for decorative 'flourishes', especially the tail on the uppercase 'Q'.

Summary of session

The key characteristics which define a brand should be reflected in the type
Is the typeface sophisticated? Friendly? Corporate? Approachable
This is the culture we live in - we understand brands


Calibri characteristics

Friendly
Contemporary
Approachable

Applying to a brand

HMV is a contemporary, media-orientated brand, associations of which apply to the aforementioned characteristics of Calibri. This is reflected in the subtle, rounded terminals which add a friendly and personal aesthetic.

Opposite / worst associations

Whittard is a traditional retailer of coffee. The distinction in terms of products is apparent immediately. 

The brand becomes a word as opposed to a brand name

Through typeface selection, we utilise communication

Task 2

Using a set body copy, create a Yellow Pages advert at 30mm x 60mm

What is the hierarchy? How important is the content?

This is a very small advert, will the text be legible?

Response

We many judgements on the smallest detail. The font, arrangement, composition, colour, weight and so on all utilise communication. Where is the balance of aesthetics and communication? The website is extremely important for an interior designer - consumers need to view some work examples.

Professional / Reliable

Use of white space

Arrangement

Attention to detail

Cheapest

Busy

Unorganised

Variation of font and weight

Exercise for type journal

Find 6 brand names and analyse type in terms of case, weight and so on.

Why do the characteristics suit that brand? What is it communicating?

Large? Corporate? Friendly? Family-orientated?