Type and Hierarchy: Part One


Myriad Pro Condensed:

My first choice for “relaxation” was Myriad Pro Condensed. The san serif typeface and condensed nature make the word seem calm, but the font itself seems a bit too rigid for a word like “relaxation”.


Seravek, ExtraLight:

My next choice for “relaxation” was Seravek, ExtraLight. The extremely thin text makes the word seem calm, comforting, and relaxing. The typeface is sans serif and uses very soft curves, which works well for the word.

Snell Roundhand Regular:

My third choice for “relaxation” was Snell Roundhand Regular. This script typeface makes the word seem very elegant. The connections between the letters are very thin, which makes them less obtrusive. Finally, the italic nature of the typeface conveys a sense of comfort. However, the script is probably a bit too formal for the word.

Baskerville Old Face Regular:

My fourth choice for “relaxation” was Baskerville Old Face Regular, the lesser known cousin of Times New Roman. The rigid nature and serifs, however, are very unfitting for the meaning of the word. The formal nature conveyed by these elements makes the word appear as if it belongs in a novel or paper.


Helvetica Bold:

My final choice for “relaxation” was Helvetica Bold. The typeface is san serif, which helps with the word’s meaning, but the very wide and thick nature of the font do not work well. While the font looks appealing, it does not convey a sense of relaxation.



My favorite choice was Seravek ExtraLight. I think the light, thin, soft nature of the font conveys the meaning of “relaxation” very well. Helvetica Bold was definitely my least favorite choice, as it is too thick and too square. The other three fonts are all pretty similar and I could see each being used in certain situations, depending on the purpose and audience.

Research on Helvetica:

Who? Max Miedinger, Eduard Hoffmann (Swiss designers)

When? 1957

What? Sans-serif

Why? “Released to match a trend of resurgence in turn-of-the-century grotesque typefaces among European designers.” (Wikipedia)
Meant to be neutral, conveying no inherent meaning, and maximizing readability and number of uses.

Uses? Used by tons of companies such as: 3M, American Apparel, GM, Jeep, Motorola, Verizon, and Apple.
Used by the U.S. Government, iOS (until 2015), and Wikipedia.
Used widely in the transportation industry.

Features? Tall x-height, tight spacing. Narrow t and narrow f, square s, and a two-story a with curved apertures.

Exercise Three: Typographic Hierarchy

1. Linespacing:

2. Typographic Weights:

3. Horizontal Shift:

4. Typographic Weight & Linespacing:

5. Typographic Weights & Horizontal Shift:

6. Horizontal Shift & Linespacing:

7. Size & Typographic Weight (with optional Shift and Linespacing):