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Project 3: Type Specimen Poster

For the Type Specimen Poster, we will be putting together gestalt, scale, and rhythm along with line spacing, indentation, color, tone, value, texture, and position. The typeface that I was assigned is Avenir.

9/21: Exercise 1, Idea Sketches, and Research

To start off, we did a Voice of Type Exercise. For the exercise, I chose the word, purity, it is a word that I definitely have a feel for. I thought that it should be clean and smooth. When testing different fonts, fonts such as Freestyle Script and Forte were more smooth. With these fonts, the word had a more smooth voice. In contrast, the Chiller font, did not suit the word as well and gave an eerier feel. Lastly, the Berlin Sans FB and Elephant fonts, was more simple and clean, but still different from smooth because it was more rigid. You notice that each font is unique and should be used in different circumstances.

Exercise 1: Voice of Type
Idea Sketches

Next, in preparation for the project, I did research on Avenir and some idea sketches for the poster. For the sketches I made sure to include all the elements of the font. I thought of highlighting the name “Avenir” so it is always the largest on the sketch. I played around with the placement of the text, author, and date.

Avenir Research

9/23: Exercise 2 and Digital Drafts

In the Typographic Hierarchy Exercise, we choose different typographic elements such as line spacing, weights, indentation, shift, and size. We used the different to show hierarchy in the same text. To start off, I did two versions of line spacing with option 1, using it and option 2, not. The difference was very obvious, we see that for the first version, there is a clear separation of information and you are able to read the text much better and digest it easier. But for the second version, it is hard to read since everything is in a chunk. For the next element of horizontal shift, I had two left-aligned chunks and one right-aligned. It made a difference between the information, but I think option 1 was better because the information of what is in the seminar should be together rather than separate alignment. That shows that all the information is under the same title.

Next, I had two versions of typographic weight. My first option only contained light and bold weights. I bolded the more important information such as the school, series, and location. For the second option, I used four different weights (bold, light, regular, and medium). Even though there were more weights to separate the information by author, date, and topic, it kind of got lost since they were all together. Since using two weights made the different more prominent, it is better than option 2 where the different weights get lost. Lastly, I did two versions for horizontal shift and line spacing together. For option 1, I combined the line spacing option 1 and horizontal shift option 1. This made the information much clearer and separated. Not only was the text easier to read, but you clearly know which information goes with which. For the second option, I had the horizontal shift flipped from the first option and less line spacing. The information looks more condensed, but you can still clearly see the hierarchy. I think the first option is a bit better because adding more line spacing separates the information better. I also think the more important or less detailed information should be left-aligned because people usually read it first.

Continuing on the digital iterations of my draft, the research helped me with the writing for the paragraph text. For all my drafts, I thought that the paragraphs were too blocky and large that they took away from the font name. I also think that there was not enough use of whitespace. I liked that playfulness that angles bring in the middle composition, but I also like the third one’s shadow drop.

9/28: Design Updates

To update my designs, I focused more on what I first want the audience to see and as they get closer they see more. For my first composition, I combined the angling from my previous draft, but played more with sizing and whitespace. I also wanted to use the angles for playfulness and uniqueness. For the second composition, I wanted to focus on the letter “a” and texture. The “a” created a wire-like design which shows off the geometric shape of the letter. The whole composition is on a angle because I thought that it would make the piece more unique and eye-catching. The alphabet that lines the first and second composition increase the grid structure for both of them. As said before, the grid of the third composition is very strong and it is a very generic piece.

I thought that scratching my first drafts was the right thing to do since more second iteration pieces were much strong in terms of being a poster and having structure while highlighting different things about the font.

9/30: Design Updates Continued

After some feedback, I took out the alphabet of the font on my first piece because that wasn’t a required element, but also it was competing for attention from the rest of the piece. For my second piece, unitalicized the author’s name because the composition was already tilted and italicized word would just make the piece too angled and the author’s name out of place. For my last piece I thought that the alphabet was too boxy so I lined it along the edge of the composition. I am not really sure if that was a good change, but I think it was a good try.

10/05: Design Updates After Mid-Critique

I decided to move-on with my first and second compositions. After the mid-critique session, I decided to add color since both pieces are good in terms of alignment and size of each element.

For all of the pieces, I decided to make a gradient on the textured “a”. I think that is adds dimension to the piece and was a good addition. I choose that color because I think that is is bold and futuristic. I continued to add color on the alphabet, I think that it nicely boxes the text and font name. I also decided to have less text because I got feedback that more whitespace would be better. Since removing the paragraph I think that there is too much whitespace so I moved all the elements in the middle down one “wire”. I think that it was pretty nice.

For the first composition, I decided to play with depth via opacity. Then, I decided to frame the piece with blue triangles. The blue is a very nice blue radiating playfulness and energy. To add on, I decided to add color to the letters that were opacified. I think the colors were nice and gave off the futuristic vibe. Also because the letters in my composition spell “Avenir”, but not in order. The letters that aren’t changed in opacity spell “air” and the color blue gave that breezy energy.

10/12: Final Iteration

I decided to go with the first composition since it was better in terms of what I thought about the font. I kept experimenting with color such as changing the date or making all the changed letters the same color instead of different shades.

For my final submission, I think that removing the framing triangles helped because it was “too much” color if the letters were also in color. Then with only the date in color, it highlighted the date too much, but I wanted to highlight the font name more. My final composition is the one below. I decided not to change anything after the final critique because I like the boldness that the black letters give off so I didn’t color all the letters or making the black less opacified.