Final Evaluation

Final Evaluation

Brief 1

At the beginning of the project, I researched into logos and companies around Leeds. I evaluated each logo taking note of the kerning, and if the typeface was san serif or serif, to fit a target audience. I started my contextual research by researching into the company and why they have chosen certain characteristics to fit the context towards their brand. I also took note of how designers have developed other typefaces. For instance, the logo for Zara was influenced through the typeface Helvetica.

I attended lectures, where I learnt about the autonomy of type. The research started by gaining knowledge about how letters are placed on a grid and the key terms of each part of the letterform. This lead to tutorials of letterpress and how to use Letterpress. This was relevant to my project of structuring lettering through composition layouts.

The first task was to work in a group and create our own Ampersand. As a group we decided to choose the word ‘together’. We brainstormed a wide range of designs influenced by abbreviations of the word together. Our brainstorm process was creating drawings as well as creating samples on Photoshop. Our final outcome was two forms of the number 2 combined together. During the feedback this was chosen as the easiest to read of the word together.

Our second task was independent where I got given a set word which I then had to create a logo for a chosen company. My word was Embattle. Embattles definition is to prepare for an attack. I began my project by addressing the context of battle and addressing the idea of war. I originally of researching into history and inequality of the World war. Also the concept of being ready and to start something reflects the early stages, which I wanted to create a comparison of youth. Therefore, I wanted to address the target market to be 16-25 year olds. I then researched into streetwear brandings as some brandings base their company with set themes.

Researching into competitors, I researched into 4 brands: Stussy, Alpha, Patagonia, and obey. Obey and Patagonia were more relevant towards my project due to the companies using San serif bold typefaces with close kerning to address power, strength, importance. I included the company Alpha industries as the company have based the theme of military clothing.

I continued my research by researching into context of military fonts, army camouflage and army tags. I created mood boards for inspiration when designing. For my chosen font to develop, I researched into 6 typefaces: Bodoni, Garamond, Century, Futura, Times New Roman, Helvetica. I decided a San serif typeface due to my competitor research. It was between Helvetica and Futura. I picked Futura as the font was bolder and fresh.

During my initial ideas, I introduced context by influencing my designs by military fonts and army camouflages. I also played out with compositions layouts and kerning. For my final outcome, I included the character of stars to symbolise American street wear. I incorporated elements from each initial idea of elements that worked well. I then applied my final logo onto Context by producing my own labels.

Brief 2

The brief was to create our own typeface using a current font. I researched into 8 typefaces: Berthold, Caslon, Univers, Helvetica, Times, Garamond and, Bodoni. I then picked the adjective cryptic, to influence my typeface on. The word cryptic means something oblique, arcane, unclear, a sense of a camouflage. I created a rational of picking out two fonts. With feedback, I picked the two fonts, Times and Univers.

 I wanted to adapt the idea of creating something to be unclear and unreadable. I incorporated this idea by questioning the ‘Times’ font. The idea of creating a disorientation with the typeface. And also adapting set elements to other letters. With the font Times, it creates a sense of a dated approach. I wanted to incorporate circus type, as this has a sense of mystery.

With my second idea, the font ‘Univers’ was chosen for more of a modern aspect. I wanted to incorporate more of a digital approach influenced by cryptic codes. I could also adapt digital camouflage to the idea.

With two ideas, I decided to create visual mind maps of all my ideas. For Times, I developed the idea by using the question, ‘Why does the Q tail curl?’ and adapted this concept onto creating my own typeface. I then developed this further by adapting circus font towards it.

After that, my first mind map for Univers was influenced by dots and cutting up letters to create a disorientation. I also created a mini sample influenced by alarm clocks. My second mind map was influenced by squares and creating digital camouflage towards the typeface. I played with density to see if this made the typeface unclear.

After feedback, the Univers mind maps were more successful as there were a lot more ideas included. However, I lacked with contextual meaning towards my work. Therefore, I took the feedback on board and developed my project further by exploring context. I decided to research into Space and collect newspaper article. I researched into Space as it is cryptic place, where it was once unknown. I then created a cycle, starting with cosmic rays and ended with lightning. This concept then added context and understanding towards my design work.

I created samples of broken up lettering influenced by lightning being broken up and jagged. I also created another idea of dots being influenced by the stars and then cutting up this typeface influenced by lightning. With feedback, the concept of using lightning was more powerful.

For my final outcome, I used Illustrator to create my final typeface in uppercase. I cut up letters in a vertical position influenced by the direction of lightning. It also created a cryptic concept of creating something unclear and unreadable. After the feedback, it was pointed out how my research was not matching my final outcome. I agree with this as I did have a lot of ideas for this project. However, saying this, I began my research with Space which then lead to lightning, therefore gave me the idea of cutting up lines influenced by lightning.

Final Evaluation

To summaries, I have gained knowledge on typography and how each letter is placed and ensuring each letterform is in proportions. I have learnt about many processes which type is presented; letterpress, hand crafted, digital such as using Illustrator. I have also gained knowledge about other practitioners that use typography through the trip to Sheffield Offset. I have also created a wider knowledge of basing my idea on context and address this towards my work. As this was something I struggle with of adapting a meaning towards my work. For my second brief, I had too many ideas and needed to be a lot more concise as it created a miscommunication towards my work. In later projects I will research into context and create a more concise approach towards my practice.