Inital Ideas and Research

Initial Ideas:

Studio Brief 2:

Based on one of Müeller-Brockmanns classic and lead typefaces, create your own bespoke typeface, which should effectively communicate your given adjective.

Garamond, Caslon, Baskerville, Bodoni, Clarendon, Berthold, Times, Helvetica, Univers

Essentially you are repurposing individual shapes (letterforms) to work together in endless combinations in a harmonious, consistent sequence. 

In order to respond to studio brief one I initially brainstormed some adjectives that I could use: 

• nervous/ anxious
• chaotic
• disorder
• calming
• adventurous
• modern
• eclectic 
• reassuring
• precise 
• defiant

I have also conducted some basic research into each typeface to help better inform my decision when choosing which typeface to edit in relation to my chosen word.

Fonts: Serif

• Caslon:

Designed by William Caslon in originally used for bodies of text such as Declaration of Independence in US, more recently used for titles in plays such as Les Miserables. Caslon is a traditional legible typeface with uniform hight identified by the concave hollow top of the A. 

Bodoni: 

Designed by Giambattista Bodoni in the eighteenth century and is characterised by subtly bracketed serifs however more modern adaptations tend to discount the bracketed serifs as well the variations in stroke weight. Bodoni is a sophisticated display type commonly used for high fashion brands.

Garamond: 

Old style serif typeface adapted from De Aetna by Claude Garamond. The variations in stroke weight give Garamond a traditional but subtle look which is highlighted by the use of bracketed serifs. The low x-height throughout the typeface further adds to its traditional look but allows allows Garamond to be used successfully for body text. 

Baskerville: 

Serif typeface designed by John Baskerville in 1757 as a traditional typeface to refine an old-style typeface to become more modernised. This can be seen in the contrasting stroke weight within the typeface however the use of bracketed serifs still reference old-style typography. 

Times:

Designed by Stanley Morison who was commissioned by The Times of London newspaper to design a new body typeface. Based on Monotype Plantin 113 featuring sharp serifs and high contrasting spoke weight. The use of serifs within the typeface increases legibility making it a very practical typeface for large bodies of text. 

Sans Serif

Helvetica: 

Developed from Neue Haas Grotesk by Max Miedinger and Edouard Hoffman and became extremely popular among swiss style and is still used widely today. Helvetica is a uniform sans serif typeface which can be used in various conte

neutral, multi-use, can be used/edited to convey number of emotions, modern, clean-cut simple uniform

Univers: 

Sans Serif typeface designed by Adrian Frutiger which became popular within Swiss Style due to its similarities to Helvetica however wasn't as popular as it’s less uniform than Helvetica. The distinguishing characteristics of Universe such as straight terminals and uniform weighting make it applicable to most situations including both display and body text. 

Berthold: 

Modern sans serif typeface with a uniform thick stroke weight throughout the typeface used for display type. 

Potential Adjectives:

Eclectic:

- Pertaining to works of architecture, decoration, landscaping, etc., produced by a certain person or during a certain period, that derive from a wide range of historic styles, the style in each instance often being chosen for its fancied appropriateness to local tradition, local geography, the purpose to be served, or the cultural background of the client.

Precise: 

-marked by exactness and accuracy of expression or detail. 

- used to emphasise that one is referring to an exact and particular thing.

Modern

-a person who advocates or practises a departure from traditional styles or values

- relating to the present or recent times as opposed to the remote past.

Prevalent:

• widespread in a particular area or at a particular time
• having the superiority or ascendancy

Defiant 

- open resistance; bold disobedience.

IDEAS

Eclectic: Univers/bodoni/baskervill

• Represent leeds in promotional material
• Represent certain company/magazines whose focus in eclectic items e.g. antiques, vintage clothes, indie bands etc.
• remove some serifs and keep others, alter between different styles of serif (may look rubbish)

Prevalent:

• Sophisticated, classic, modern, up-to-date, luxury.
• bodoni or baskerville. 
• use in: high fashion, high end/luxury products.
• keep font simple, sophisticated and modern

Defiant:

• strong bold typeface
• use in protests, political magazines
• simple and not too ornate as may distract from the message of whatever is being written. 
• could alter hight of crossbars within letters or alter serifs to make a typeface more strong.

Rational:

Serif

I have chosen to manipulate Bodoni in the style of my chosen word ‘defiant’  to create a display type. I have chosen Bodoni due to the variety in thickness within some of the letterforms which I can manipulate to create a bolder more defiant font as well as potential changing the style of the serifs. 

Sans serif

I have chosen the typeface Univers to manipulate based on my word ‘defiant’ due to the simple and modern characteristics of the typeface which I would be able to manipulate to create a more bold and defined typeface which would allow me to create the characteristics of defiant and strong typeface.  

After deciding on the word defiant I plan to get feedback on which rational would best suit defiant and which typeface out of the ones I’ve chosen would be best to work with.