STUDIO BRIEF 2: Typography Design

Today after the crit with Orlando we decided to split in two groups in order to create designs and ideas in for different concept/idea, because we were going a bit off course with our idea and focused too much on having a museum themed idea. Therefore, our group decided to go for a more contemporary look which is quite modern and fresh but still have hints of the museum aesthetic and layout but not making it really obvious either.

I was in charge of look for a new sanserif font to divert from the traditional serif look that we originally came up with. The original logotype is very serif heavy using the typeface 'Bodoni' as it reflects the font used in Darwin's On the Origins of Species. It is combined with a Futura typeface as the red half circle acting as a placeholder for illustrations relating to the music genre's. However, it wasn't seen as effective as it doesn't have quite an impact and it doesn't look quite balanced as the 'r' sits on top of the 'O'.

original logotype 

For my own typography research and design I wanted to use a san-serif type in order to give a more contemporary feel to the whole exhibition, making it look very modern and current swell as appealing to younger audiences. I found the font 'Asgalt' and thought it was appropriate for the design.

Original 'Asgalt' font

I quite like this font as its very thin and I can work on the apex, descenders and ascenders as well, but Id on't really like how some of the letters are wider and taller so I wanted to alter these proportions in order for it to be more accurate and cleaner to fit the exhibition better.

INITIAL ALTERATIONS

For the initial alterations of the typeface, I just used our title 'Origin' as well as just capitals to see if it fits as we are planing to use this predominantly as heading and title typefaces as it will be very hard to put it as body text because well have to put each letter in a sentence, however we also wanted to use a contrasting san serif font as the body text in order to create balance and make the publication or poster that were designing less dull.

The first alteration was just me taking off the lines on top the 'i' as i didn't quite like how they were  blocky and made the word look awkward. I think it was because the typeface is predominantly straight vertically so have two horizontal lines makes everything look weird. Taking them off made the word look much more clean-cut and structured as well as align and generally more uniformed. I then experimented to see how it looks bold as my group mates wanted a bold option to put on large posters therefore it had to be more impactful and easily recognisable. They word well bold however the curve on the 'R' started to join on it's stem so I might alter that when bold just so it's consistent all throughout the weights of fonts we're using. I also started altering the stems making one side curved e.g. 'I' making it look quite sleek and a bit more fluid but still structured at the same time. I further tried doing it on the bottom of the stems however, after letting my groups mates see it we've decided to use the font alteration with the top curves as it feels more refined and fits the build and structured look; also looking quite modern and contemporary fitting the image we were going for.

Final Typography Design

This is the final typography design outcome and I think it works and looks quite well refined even though the alterations were quite minimal. I also think it works quite well with the numbers and will work very well with put on posters when put in bold. In addition, it also gives off a very contemporary feel, directly relating to the exhibition and the change from having a logo design to a logotype was quite successful as now it's more minimal and simple but also quite sophisticated.