ADVANCED TYPOGRAPHY | PROJECT 1
Yeoh Xiao Shi (0331577)
Advanced Typography
Project 1
LECTURE
Lecture 5 : Legibility, Context and Creativity
24/09/18 (Week 5)
This week, three of the groups were required to give a lecture on history of typefaces from Pictograms to Charlemagne, history of typefaces from Gutenberg until present day and the typeface designers. For my group, we were given a topic of the history of typefaces from Pictograms to Charlemagne. As to prepare for the presentation, we will need to do a lot of researches in order to get more informations that we could share with our classmates. During the presentations, some of us did not manage to explain it clearly as I think we still lack of understanding on the topic. We were also told to have interactions with the audience by asking them questions to see whether they understand what we trying to explain or not. We did a lot of mistakes when giving the lecture, but Mr. Vinod said that overall is still a good try.
Here is the compilation of the slides for this week lecture below.
Embedded PDF of week 5 lecture slides.
Week 6 : Designing Type
01/10/18 (Week 6)
This week, another two groups that have not present in the previous class gave us a lecture on thinking before drawing and the anatomy of typeface. From the lecture, I got to learn the steps of creating a typeface from planning to find references as well as how the typefaces being construct. After the lecture, Mr Vinod asked us to sit together as to give some feedbacks on their teaching so that they can improve. Then, we continue the class by showing what we have done for project 1 to both of our lecturers so that we could improve our artwork with the feedback given.
Here is the compilation of the slides for this week lecture below.
Embedded PDF of week 6 lecture slides.
Lecture 7 : Type Design Methodology
08/10/18 (Week 7)
This week, the group assigned for presentation began the class by giving us a lecture on Type Design Methodology. After that, we were given a brief on our project 2 and task for this week were also given which we will need to come out a poster with the key artwork developed. Mr Vinod and Mr Shamsul were then walking around to give the feedbacks as to finalise our project 1 so that we could move on to the next project.
INSTRUCTIONS
PROJECT 1
Typosexual Typographic Exhibition -
Title and Key Artwork (Week 5 - Week 7)
Week 5 (24/09/18)
For our first project, we were required to use the title "Typosexual Typographic Exhibition" in order to come out a poster. With the title, we will need to develop a key artwork or signature artwork that will be used across the different collateral. Two colours were allowed to used but we were advised to use one colour which is black and white at the start of composing as the focus should be on the fonts and the dimension of it.
As for the selection of the image, typewriter came into my mind when I thinking for something that related to type. So, I browse through the stock images at Pexels and Pixabay to find the image of typewriter that I could work on it. At first, I have no idea on how to combine the title with the image as well as to create a good composition at the same time. Then, I play around with the composition of the type and image and give it a second attempt.
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| Fig.1.1: Original image of a typewriter from stock images. |
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| Fig.1.2: Process of designing the key artwork. (first attempt) |
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| Fig.1.3: Outcome for the first attempt. |
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| Fig.1.4: Process of designing the key artwork. (second attempt) |
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| Fig1.2: Outcome for the second attempt. |
This week, Mr Vinod and Mr Shamsul walk around and went through what we have done for Project 1. Mr Vinod commented that the second attempt for my artwork is kind of like a key artwork but it still lack of excitement and intimacy between the type and image. He also said that overall it looks more like the sexuality between type with the typewriter. So, I would need to find another image to work on it.
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| Fig.2.1: Original image of a person from stock images. |
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| Fig.2.2: Change the image to black and white. |
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| Fig.2.3: Process of designing the key artwork. (third attempt) |
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| Fig.2.4: Outcome for the third attempt. |
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| Fig.2.5: Process of designing the key artwork. (forth attempt) |
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| Fig.2.6: Outcome for the forth attempt. |
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| Fig.2.7: Process of designing the key artwork. (forth attempt) |
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| Fig.2.8: Outcome for the fifth attempt. |
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| Fig.2.9: Process of drawing the graphic elements. (sixth attempt) |
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| Fig.2.10: Process of designing the key artwork. (sixth attempt) |
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| Fig.2.11: Outcome for the fifth attempt. |
Week 7 (08/10/18)
In this week class, we have to finalise our project 1. So, both of my lecturers looked at my work and commented on it. Mr Vinod said that he likes my design for the fifth attempt more while Mr Shamsul likes the first design more. However, there is a lack in the fifth attempt. Mr Vinod told me that the text "typography exhibition" would need to adjust a bit then overall will looks better. I was told to choose one of the design from it and then use it for my project 2 later. I ended up choosing for the fifth design as the line I draw for the first design has been cut off a bit.
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| Fig.3.1: Process of adjusting the text. |
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Embedded PDF of final key artwork.
FEEDBACK
Week 5
General Feedback : For the group's presentation, Mr Vinod said that we should not cooperate just to get our things done but also to collaborate as a team and help each other when the members need help. Besides that, we will also need to interact with the audiences by asking them questions to ensure they understand what we talked about as well as to grab their attention. For exercise 2, most of our work did not up to Mr Vinod's expectation so that we we required to rework again.
Specific Feedback : During the presentation, I was given a feedback that I should provide the image below what I explained instead of putting it in another slide so that the audience can understand easily. After looking at my e-portfolio, Mr Shamsul commented that overall the typographic system exercise is good but one of the design for random system can be explored more. While for my exercise two, part one need to make some changes by maintaining its originality and be aware of consistency. For part 2, I was told that my design is too safe, need more imagination for it.
Week 6
General Feedback : Mr Vinod told us to focus on the feedback given instead of the marks and grades. As we said that the instructions for the exercises and projects are not clear enough, Mr Vinod said we need to be comfortable with confusion because clear instruction will not able to result in something new. We were also told to experiment and make mistakes on it as we need to fail and find alternate path in order to success. Besides that, he also explained the importance of e-portfolio to us in our future as it is a record of our start to the end of our learning journey. When the lecturers went through the e-portfolio, they can know a student's personality and the way they do their works. For project 1, we were told that a key artwork must contain the word "Typosexual" with the image or graphic. The results of the artwork should represents the exhibition of the intimacy between designer and typeface.
Specific Feedback : For my artwork on project 1, Mr Vinod said that it is kind of like an key artwork but it sill lack of excitement and play between the intimacy of the type with the image.The used of image of a typewrite is too prominent and it more looks like the sexuality between type and the typewriter itself. Before leaving the class, we were told to show our progress again. Both of the lecturers said I had already develop the key artwork and they asked me to explore fore more.
Week 7
General Feedback : For the project 2, we were told to do it in Adobe Illustrator and InDesign. The size of the poster should be in A3 and could have a narrow which means we can resize the width but not the height of it. We were also told that all of the design for project 2 must have a visual consistency. Furthermore, we should not forget what we have learned in semester 1 and the previous week. Instead, we will need to apply all the knowledges we gain from previous exercise and project in it.
Specific Feedback : After looking at my key artwork for project 1, Mr Vinod said that he prefers the outcome for the fifth attempt while Mr Shamsul likes more for the first one. For the fifth attempt, I was told to make some changes by adjusting the text "typography exhibition" to make it looks better. When designing poster for project 2, Mr Shamsul asked me to ensure that the text of the content placing is readable. Besides that, I could make some of the important text bold to create hierarchy on it. He also suggested me to make the space between the two texts larger or maybe place the text in different direction instead of all texting downwards.
REFLECTION
Experiences :
Week 5 : In this week class, we were required to give a lecture to our classmates. I did researches and try my best to understand the topic before I deliver the presentation. However, I'm always nervous when I talk in front of so many people so I feel sorry that I'm not able to deliver a good and clear presentation to my classmates. I would also need to start my project 1 in this week as I was required to come out an poster with the title Typography Typosexual Exhibition.
Week 6 : This week, both of our lecturers went through our project 1 and we continue to work on it after receiving the feedbacks. I'm confuse for the selection of the image as it need to be related to the title "Typosexual". As the guide, I keep remind myself that the image must be something that can show the intimacy between the designer and the typefaces.
Observations :
Week 5 : I observed that I could actually gain some new knowledges when preparing for presentation as I need to do a lot of researches to make sure I have something new to share with my classmates. For project 1, I noticed that it is not easy for me to combine the title and the image at first as there are only 3 words for the title. So, I would need to be aware of the composition and white space when placing the type and image together.
Week 6 : I noticed that walk around and look at what others have done may help me to understand the instructions better. Furthermore, I also asked what feedback they get from the lecturers as to avoid the mistakes again.
Findings :
Week 5 : I learned that it is important to make sure the audience understand what we are trying to explain when delivering a presentation. So, we should provide image under what we trying to explain as well as to interact with them in order to know they understand it or not. When designing a poster for project 1, I learned that it s needed to be aware of the empty space around the image and type to create a good composition.
Week 6 : I learned that confusion is needed for us when designing something as it will result in interpretation of something new and out of expectation. We will also need to find alternate path when facing failure so that we can success in our task. Besides that, I have to keep exploring and experiment with the design until I success to achieve the requirements instead of thinking the tasks to get done.
Week 6 : This week, both of our lecturers went through our project 1 and we continue to work on it after receiving the feedbacks. I'm confuse for the selection of the image as it need to be related to the title "Typosexual". As the guide, I keep remind myself that the image must be something that can show the intimacy between the designer and the typefaces.
Observations :
Week 5 : I observed that I could actually gain some new knowledges when preparing for presentation as I need to do a lot of researches to make sure I have something new to share with my classmates. For project 1, I noticed that it is not easy for me to combine the title and the image at first as there are only 3 words for the title. So, I would need to be aware of the composition and white space when placing the type and image together.
Week 6 : I noticed that walk around and look at what others have done may help me to understand the instructions better. Furthermore, I also asked what feedback they get from the lecturers as to avoid the mistakes again.
Findings :
Week 5 : I learned that it is important to make sure the audience understand what we are trying to explain when delivering a presentation. So, we should provide image under what we trying to explain as well as to interact with them in order to know they understand it or not. When designing a poster for project 1, I learned that it s needed to be aware of the empty space around the image and type to create a good composition.
Week 6 : I learned that confusion is needed for us when designing something as it will result in interpretation of something new and out of expectation. We will also need to find alternate path when facing failure so that we can success in our task. Besides that, I have to keep exploring and experiment with the design until I success to achieve the requirements instead of thinking the tasks to get done.
FURTHER READING (WEEK 5 -WEEK 6)
Week 5
Basics Advertising 02 : Art Direction
By: Nik Mahon
For this week, I have read about the use of typefaces in advertising. According to the author, it is the chance to give the words visual expression when using the typefaces for headlines, streamlines, slogans, body copy, and any other occasion when the words appear in print. Most of the typefaces can be categorised into one of three types which is serif, sans serif and script faces. Every typeface has its own personality which can emphasising the advertising message with a tone of voice, an attitude, a mood, a visual style or the overall theme of the campaign itself. Each of them can also express mood and meanings depending on the context in which it is used. For example, its size, colour, juxtaposition, and relationship to other elements within the advert. The designers require to have a good understanding of how visible language can conjure different feelings and emotions across their target audience when using typography to strengthen their advertising message. Good typography in advertising doesn't want to be just draw the attention itself but facilitate communication of the message and should not distract the audience to understand that message.
Week 6
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Design Elements Typography Fundamentals : A Graphic Style Manual for Understanding How Typography Affects Design. By: Kristin Kullen. |
This week, I read about the categories of types. Classification of typefaces began in the nineteenth century, by printers seeking to note lineage and classify typefaces during a period marked by many new styles. The different classification system exists and each organised based on the factors such as historical development, formal attributes and intended use. However, the system has the limitation of each. Thus, cataloging the typefaces is a valuable exercise. Formal traits and historical development shape the fundamental typeface categories included Serif : Humanist, Old Style, Transitional, and Modern; San Serif : Egyptian and Clarendon; and Sans Serif : Grotesque, Geometric, Humanist and Transitional.
Serif :
Humanist Serif
- by Nicolas Jenson
- first appeared in the fifteenth century
- the original roman typefaces
- inspired by Italian handwriting called letters antica
- have low thick to think stoke contrast and bracketed serifs
- lowercase "e" features and angled rather than horizontal and crossbar
- round forms such as "o" have an oblique stress
Old Style Serif
- by Francesco Griffo
- first appeared in fifteenth and sixteenth centuries
- typefaces are more refined with smoother and rounder forms than Humanist serifs
- the thick and thin stroke contrast is more obvious due to the improvements in type making
- crossbar of the lowercase "e" is horizontal and the stress of the "o' shifts vertically
Transitional Serif
- by John Baskerville
- first appeared in eighteen century
- inspired by engraving
- the characters are mechanical in construction
- medium to high thick to thin stroke contrast
- bracketed serif are sharper and refined that Humanist and Old Style serifs
- round characters are open and with tall x-heights
- round forms are slight oblique to vertical stress
Modern Serif
- by Firmin Didot
- first appeared in eighteen century
- very high thick and thin stroke contrast
- hairline unbracketed serifs
- with vertical stress and the characters are well balanced
- the characters are noticeably upright with slightly condensed proportions
Slab Serif :
Egyptian Slab Serif
- by Frank Hinman Pierpont
- first appeared in nineteenth century
- very low to uniform thick to thin contrast
- heavy and square unbracketed serifs
- horizontal crossbar on the lowercase "e"
- work well for display faces and advertising
Clarendon Slab Serif
- by Robert Besley
- first appeared in nineteenth century
- low thick thin stroke contrast
- square bracketed serifs
- more refined than Egyptians
- round ball terminals can be seen on characters such as lowercase "c","f" &"y"
Sans Serif :
- Grotesque Sans Serif
- by Günter Gerhard Lange
- first appeared in nineteenth century
- first commercially widespread sans serif typefaces
- slight thick to thin stoke contrast
- curved strokes like "c","e" & "s" end at an angle
Geometric Sans Serif
- by Paul Renner
- first appeared in twentieth century
- inspired by geometry and modularity
- uniform stroke contrast
Humanist Sans Serif
- by Eric Gill
- first appeared in twentieth century
- inspired by Humanist serifs and influenced by calligraphic
- very low thick to thin or uniform stroke contrast
- feature true italics distinct from romans
Transitional Sans Serif
- by Adrian Frutiger
- first appeared in twentieth century
- uniform stroke contrast
- have vertical stress
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