Beer Identity: Typographic experiments

Critic: Figure 1
The use of italic gives the impression for sarcasm, giving the expression of speech to the phrase.
Times New Roman has been used due to its classic and traditional characteristics which reflect the trusted opinion of the critic.
Baskerville has been used due to its decorative, traditional and sophisticated characteristics which reflects the flamboyant and refined aspect of the critics personality.

Figure 1

The Clueless one: Figure 2
Univers reflects the simple and neutral aspects of the clueless one who doesn't know what to order and follows the crowed. The simple, uniform aspects of univers reflect the lack of personality the clueless one has in relation to craft beer. Upon reflection the more condensed experimentations reflect the awkwardness of the clueless one as they don't know or understand the technical terms so play it safe.

Figure 2

The Local: Figure 3

Clarendon has been used within the experiments seen in figure 3 below due to its common use and familiar feel which reflects the friendly and constant face of the local in the pub/bar.  The use of a serif typeface also reflects the traditional nature of the local who usually comes in at the same time each day and has their own personal seat. 

Figure 3

The Hipster: Figure 4

A number of typefaces have been experimented with in relation to the hipster. Helvetica has been use due to it clean cut and modern characteristics which are common characteristics associated with hipsters. Additionally Helvetica Neue has been used due its slightly more modern appearance when compared to Helvetica, however the slightly higher x-height of helvetica appears more suitable due to the superior trait some hipsters have. Bebas Neue has been used due to its similarities to the typeface used by Belgrave Music Hall which attracts a lot of hipsters and creatives. Furthermore Bebas Neue also creates a greater impact when compared to helvetica emphasising the quote adding more character to the phrase. 

Figure 5

Student: Figure 6 

Univers and Helvetica have been experimented with due to their simplicity which reflects the students out look, they don't care about flavour just what is the cheapest beer. However despite reflecting the simplicity of the student I feel both typefaces fail to reflect the excitable and rowdy nature of the student. 

Figure 6 

The Appraiser: Figure 7 

The use of helvetica for the appraiser allows the people pleasing nature of the appraiser, who loves every single beer to show through, due to its simplistic and popularity. The unimpressionable nature of helvetica which is gain from its uniformity reflects the indifferent nature of the appraiser as there happy with any type of beer good or bad. 

Figure 7

Downer: Figure 8

Univers has been experimented with due to its uniformity and 90° angle terminals which reflect the straight forward nature of the downer. However I feel this typeface doesn't fully reflect the downers character traits accuratly, this is an issue i've encountered throughout these experimentations.

Upon reflection of the experiments above and after reeving feedback I've decided to use a single typeface throughout the publication in order to create a consistant theme allowing the change in layout to represent the personalities. This is due to some personalities sharing the same typeface and a need to simply my final idea in order to create a stronger concept.  

Figure 8