#typography ideas

[desn512shams]

Political Statement Poster Experiments Continued:

I worked with creating a different version of my initial minimal styled political poster design.

For these experiments I worked with changing the scale of background to text, shifted the layout and placement of the text, and colour of the background and the text. I really like where it ended up creatively (the last image). It's not as clean, and is jarring, but still modern which is a statement about the issue being a modern problem.

The main text is centred, though it's broken up and non linear, to create a vibe of something jolting, and unexpected, and mimicking the social 'chasm' that we are discussing as the central theme of the poster. The text is falling, in bold red, to project the the alarm and tension of the statement, and broken system/political processes that are currently in place. The idea is to pull the eye to the focus of the statement "...The social divide is already a chasm." and then the eye flows to the context/details/explanation of the statement in the smaller font. I've tinted the most important words to help create a subtle emphasis that doesn't conflict with the main headline or focal point. It is in the same tone and colour family as the composition, but you'll only read it second, if that makes sense.

The background gives us a sense of scale, to make us feel small by the sheer height of the building towering above. Also, the tone & texture of the background is meant to remind us of something from a black & white newspaper clipping, so that it implies that the topic is both old news (from an old newspaper), while also being a current news headline too.

Typeface: Futura Bold : I've kept the typeface the same throughout so that the design isn't messy, especially since I've got lots of flowy lines and cut up text going on.

I picked Futura bold, because it is clean, simple, clear, and geometric, which flows well with the abstract forms in the poster. This typeface is determined, striking, timeless, ambitious and respectful while also representing the eras of Modernism & Industrialisation, which speaks to the current Auckland housing crisis that I'm looking to highlight here.

The name of the typeface itself is important as well "FUTURA" which speaks to 'hope for the future'.

***

Here is the original quote for your reference:

We’ve calculated that the average Auckland earner would need to save for 17 years for a 20% home deposit, let alone paying off their mortgage. The social divide is already a chasm.”

Dot Loves Data director Tamsyn Hilder 

from: buildingabetterfuture.org.nz/delivering_adequate_housing_and_our_infrastructure_needs_for_the_21st_century

[desn512shams]

Behind the Scenes: Getting to the new updated set, based on feedback.

Tiny little changes, considering balance, scale, and readability as I went along. Everything was made in Indesign itself...

Mental note: *I'm enjoying the new colour story between the two posters so much! Its so dynamic... *

[desn512shams]

Example #1 of Animated Typography: Wind!

Motions used: The letters are stretched out and then return in a push & pull motion.... Similar in style to 'Oceantide' under the 'Organic' tab from the After Effects text animation preset menu, but with Easy Ease added in, and playing with the timing of the individual letters so that it speeds up and slows down in a way that mimics the ebb and flow of wind.

What works: It's simple and reiterates the meaning of the word 'wind' by lending it a sense of flow without weighing it down with too many complicated motions. It is a fun play with the word; a kinetic pun, and draws the eye. It's also clean, has a rhythm that can flow endlessly, and is easy to read.

What doesn't: It's a bit boring, and very structured... is wind really like that though? Perhaps it's more interesting to have the individual letters swirl, and play with scale/volume and the unpredictable nature of wind a bit more. As it stands, it's perhaps a bit too controlled, and doesn't stand out, and could perhaps be considered a bit basic.

[desn512shams]

A typography that is contemporary and reflects Aotearoa?

I've discovered Johnson Witehira's 'Whakarare' typeface while doing type research, and while I'm not using it for the brief, I really enjoyed learning about his thoughts and concept design.

My takeaway is that that slapping on a koru to the end of a letter for example and adding stereotypical Maori motifs and art at random to give the text a look that belongs to NZ isn't always the most meaningful approach. His fully macronized typeface with long narrow linear lines, high contrast strokes, wedged and rounded serifs resemble traditional Maori carvings and linework and is both modern and full of heritage at the same time.

I've kept the above in mind while looking for typefaces for my poster, while also keeping in mind that I wanted to avoid traces of colonialism such as in Times New Roman for example, so they're off the table for me.

I landed on an adobe typeface called 'Engraved' which I've enjoyed working with, and then stripping it back to its core organic shapes to create something new.

Engraved gives me a look of an inscription on an item of value, that has stood the test of time. Like carving, it is etched on, and will remain on the treasured item for years to come. You can see an engraving if you know where to look, and that reflects the heritage of the whakatauki that I've chosen, the Maori history, and the story embedded in the text.

“At the heart of Whakarare is an attempt to create something based on Māori design principles, rather than Māori aesthetics, and because of that I think it created something new.”At the heart of Whakarare is an attempt to create something based on Māori design principles, rather than Māori aesthetics, and because of that I think it created something new.”

-Johnson Witehira

[desn512shams]

Here's a bit of the behind-the-scenes for you; from one subtle iteration to the next....

[desn512shams]

Here's a composition with heaps of personality for an ESPN Special: "LeBron Rising".

Client: Nike. Creative Directors: Ryan O'Rourke, Alberto Ponte. Executive Creative Directors: Mark Fitzioff, & Susan Hoffman.

My focus is on the design of the bottom left:

It's playful, but dark, and centres on LeBron's face, showcasing that he is the focus here, yet the words surround him, almost encasing him. They are a whirlwind, a dynamic tornado, enclosing in on him that cannot be ignored despite his efforts.

The font is interesting choice: immature, informal, uneven, some loud (capital B), some a bit quieter (all lowercase). They are deliberately a bit uneven (tilted & skewed slightly, and sized differently) yet they are cohesive and uniform in their arrangement into a swirl pattern. Some have a slight blur, so evokes a sense of the sound being on the periphery, outside of his scope, but can still be sensed, felt, and 'heard'.

We can tell that this is about an individual trying very hard to focus on their own inner voice, and journey, while being surrounded by a lot of gossip, rumours, and distracting idle talk from his surrounding environment.

[desn512shams]

Without reading what this piece is meant to portray the header already lays out the experience for us:

It's bold, loud, and sudden. We can see a line (the finish line) as the central archetype throughout, and the composition lays itself along it, marking it as the central theme, followed by violent and explosive breaks in the line to mimic the sound, and visuals of the experience being protrayed.

The typeface has a military-esque feel to it.

Our gaze is drawn down the line, which is damaged but remains unbroken so our eye can also easily follow it down to the bottom of the page, towards the end goal, moving past the explosive shrapnel along the way, and from there we can stop, and take in the whole picture.

[desn512shams]

Wk 2 word experiments: "Connection"

A different approach.

Sleek, simple, clean and modern, and balanced with the use of symmetry.

The first isn't working for me, because despite the emphasis with the words below it in a smaller font, as if an underline; the whole thing is just floating in space and has absolutely no connection to the meaning of the word other than through the digital looking typeface I picked. Not a smidge. It's a nothingburger...

So I had an idea to create more "Connection" and anchor the image:

In the second attempt, I added the little bits of linework towards the edges of the frame -leading the eye, and further implying connection.

It's emphasised, clean, and the outreaching lines anchor the image, create balance, but also imply that the lines can continue off frame, seeking out more connection as they stretch out. I like how that feels, and definitely does a better job of reflecting the journey that I'm on.