Gyaan adda 46

GYAAN ADDA: 46

Introduction to Typography

Hafsah Parkar, DRE

Gyaan Adda: 46 | Hafsah Parkar | 13 December 2012Introduction to Typography

ON cREATING A TYPEfAcE:

Most people think that typography is about fonts.

Most designers think typography is about fonts.

Typography is more than that, it’s expressing language through type. Placement, composition & typechoice.

~ Mark Boulton


SOME POINTERS TO START WITH:

Typography has one plain duty before it and that is to convey information in writing. No argument or consideration can absolve typography from this duty. A printed work which cannot be read becomes a product without purpose.1

choosing a typeface is not typography. Information design is not about the use of good typefaces, it is about the use of good typography. Which is a huge difference. Anyone can use typefaces, some can choose good typefaces, but only few master typography.3The argument that

we do not have enough fonts at our disposition is as good as irrelevant.2


- strict geometric forms - strokes that are all the same width - Attributes: clear, objective, modern, universal

- Ex: Helvetica, Univers, futura, Avant Garde, Akzidenz Grotesk, franklin Gothic, Gotham

- derived from handwriting - have more detail, less consistency - Attributes: modern yet human, clear yet empathetic

- Ex: Gill Sans, frutiger, Myriad, Optima, Verdana

- incremental development of our calligraphic forms - the curved letter forms tend to tilt to the left - Attributes: classic, traditional, readable

- Ex: Jenson, Bembo, Palatino, Garamond

- very specific - and yet often quite contradictory - associations - sense of authority, quite friendly, rural, vernacular signage.

- Ex: clarendon, Rockwell, courier, Lubalin Graph, Archer

- more geometric, sharp than the Old style period - Attributes: strong, stylish, dynamic

- Ex: Times New Roman, Baskerville

- contrasting thick and thin strokes - Attributes: strong, stylish, dynamic

- Ex: Bodoni, Didot


kEEP IT ExAcTLY THE SAME, OR cHANGE IT A LOT!! avoid wimpy, incremental variations

Two typefaces work well together if they have one thing in common but are otherwise greatly different.

- can be visual (similar x-height or stroke weight)

- same period of time

- designed by the same designer


THERE ARE ONLY cONVENTIONS, NO IRONcLAD RULES... D o w h a t y o u f e e l w i l l w o r k , b u t r e m e m b e r i t s p u r p o s e .

Source: http://www.smashingmagazine.com/2010/12/14/what-font-should-i-use-five-principles-for-choosing-and-using-typefaces/


cONSTRUcTION Of ‘PERSONAS’:

The verticals are all of the same width rather the same thickness. The curves are not exactly circular. All the strokes except for the curvilinear lines are geometric in nature. The entire family has a mix of curvilinear and vertical / horizontal strokes.

The weight of the font is regular. Stroke


PERSONAS

72 pt

36 pt

cap Height

x Height

Leadingkerning: OpticalTracking


TYPE kNOWLEDGEAlignment:

Left Aligned Right Aligned

centre Aligned Justified


Leading:

kerning:

Tracking:TYPE kNOWLEDGE


TYPE kNOWLEDGEHeirarchy: With simple use of tabs and the use of upper and lower case, heirachy in information can be achieved.

Source: http://www.thinkingwithtype.com


GGG

G GG

GG

GGGG

GG

GG

ggg

g

ggg

g

ExPLORING A LETTER fORM: cOMPOSITION

In a space of 1”, compositions were created, so as to show interesting facets of the letter form while still giving the idea of the original letter form.

This exercise made us use the laws of Gestalts to the fullest, especially the law of closure.

Two styles were explored, one which had accentuated edges while the other was a basic type face for the lowercase G.

Typefaces: Accent, Santana


THE LOGOTYPE SELEcTED fROM THE cOMPOSITIONS


BANNERS:

Sizes- 1:2, 1:3, 1:1

The first banner has the entire typeface combined to make an abstract composition.

The second banner has been created using the compositions explored in the previous exercise.

The hird banner has the logo used in different angles.

GGGGG

G

G

G

Y


LAYOUT & GRID

Size- A3 Posters four column Grid

Option One: Heirarchy - Tagline, Incentive Information, Body copy and Venue Details


LAYOUT & GRID


Other options tried

Heirarchy - Tagline, Incentive Information, Body copy and Venue Details


LAYOUT & GRID


final Selected

Heirarchy- Special Guest, Tagline, Body copy and Venue Details

Main Title

Body copy

Venue Details

Tagline

THANkYOU!

Gyaan adda 46

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