Type & Hierarchy
Experimentation with typefaces
Here are the five typefaces I experimented with for the word “purity”. These five typefaces are Avenir, Gotham, Futura Light, Didot and Bembo. Among these five, I think Futura Light express the meaning of the work “purity” the best. “Purity” reminds me of simplicity and clean. Therefore sans-serif types stand an obvious advantage over serif fonts. Among Gotham, Futura and Anevir, Futura strongly demonstrates its simplicity and “cleanness” with its very geometric shapes, which can be easily seen from the letter “u”. By eliminating the terminal of letter “u”, Futura delivers its message very clearly.
E3 Typographic Hierarchy
Brief Research on Futura
Futura is a geometric sans-serif typeface designed in 1927 by Paul Renner. It has an appearance of efficiency and forwardness. It is based on strokes of near-even weight, which are low in contrast. The lowercase has tall ascenders, which rise above the cap line, and uses a single-story ‘a’ and ‘g’, previously more common in handwriting than in printed text. The uppercase characters present proportions similar to those of classical Roman capitals. (Wikipedia)