CoP Typeface Analysis

Avenir is a geometric sans - serif typeface, it was designed by Adrian Frutiger and released in 1988 by The Mergenthaler Linotype Company. It's used largely in corporate firms such as LG, Apple, The BBC (predominantly BBC2) and Starbucks, it is used in these large firms as part as their advertising layouts and also within products themselves. Initially I believed that Avenir was directed at the younger audience, the generation of technology such as mobile phones, apple products and coffee shops. However I must also consider that programmes shown on BBC2 have particular interests related to the elderly showing that Avenir is quite diverse, mainly because it is an unbiased and neutral font. Regarding form vs function I believe that Avenir is created as a typeface with a purpose rather than for a decorative visual role only, mainly because it is clear and concise, there are no serifs and simplicity is its main characteristic. When I look at Avenir I think of a smoothness, a flowing line is displayed and fluidity in movement, it has no harsh angles or lines representing kind and soft curves. The main connotations are subtlety, softness, clear, simple, lazy, unimaginative and to the point, although some of these contradict each other I feel that each of them are true to the specific context it is used in.

Studio Brief 1 - Design Process - Frame (Photoshop)

Debenhams 

I believe that Debenhams sells quality products at a higher class than most stores, I figured that to look at their presentation of the photo frames and the backings used would prove useful when comparing to that of a lower standard. I think that both internet sales and store sales should be compared regarding the presentation and how they are put across to the public to see which I think is the most affective. Here looking at the website I find that first of all it seemed quite plain and the red glared in comparison to the clinical white background. The colour separation did however make the price and reductions clear I just feel the typeface used was boring and so is the colour scheme, I think a serif font would have been more appropriate to demonstrate more class and character.

These photo frames have a regal, sophisticated connotation because of the gold reflective outer that represents shiny expensive gold. The photo backing is particularly plain and neutral with a minimal pattern that doesn't seem to communicate much to the audience or represent the frame its self. the benefit of a plain background however is that the dimensions are bold and are the first piece of information that my eyes are drawn to.

I personally feel this photo frame has little personality, it has a strange texture, something that I believe would not fit well into many living rooms. The backing photo is slightly more interesting than the previous example, I still find that it doesn't necessarily communicate to a specific audience but I feel that the interlinking pattern shows relationships, something that is often portrayed in the image put into the frame.

These very simple photo frames were displayed quite inconveniently, stacked oddly and not showing them off particularly well. The simple and modern frame is contrasted by the stark yellow photo backing image, I think this makes it look quite cheap and the only benefit is that the writing stands out from afar.

The backing photo here is my least favourite in the Debenhams range, the grey background itself does not fit in with the colours of the frame but the neon writing tops it off as a disaster. The neon is unnecessary and the readability is limited unless studied at close range. The frame is unisex from my point of view but the backing photo seems feminine and therefore narrows the audience to which it could be sold to.

Tk Maxx

Compared to the higher end website of Debenhams I prefer this one of TK Maxxs', the images are spread more evenly and there is no text overlapping the images clouding the view. I think that orange works much brighter than red as it has much warmer and friendlier connotations and brings a more inviting feel to the page. The layout is easy and description is minimal, something I think is quite minimal, the actual frame should sell itself.

On the other hand the photo frames being sold within the store are arranged haphazardly and in a very unorganised manor. There seems to be no structure or plan, more of a jumble sale feel of odd bits, this makes it look unprofessional and an effort to search through to find one you want.

Here is anther example of how the frames are badly presented although the image on this one was clear at least. The idea of a woman sleeping represents only tiredness or boredom, neither of which would encourage to buy the photo frame, I think the idea was to communicate peacefulness and tranquility. 

I like the backing used in this photo frame, although it doesn't engage it is still in keeping with the theme of the frame. The colour and texture of the paper represents that of parchment paper which has historical context to compliment the old style frame. I understand why the brand name would need to be in large text but I think the dimensions should be visible also as they are more important to the buyer.

Man Ray

These photograms created by man ray are some of the more famous photograms ever made, I was introduced to them a few years ago but only this week have I come to appreciate them more through coming across my own difficulties. I thought that they were fairly simple and even a little boring but now my view of them has changed as I look more in depth and understand how complicated they are. I particularly the textured feel of the top one, it looks almost as though there is a thin mesh covering over the objects, this breaks down the image so it isn't an overwhelming large block of colour. 

Unlike the first image the composition of the second image is uncomfortable and doesn't sit well, I can't see how the rule of thirds or any other simple guidelines have been used, it looks strange to me and takes away from the crisp clear objects which in themselves are very interesting. 

"Of course, there will always be those who look only at technique, who ask 'how', while others of a more curious nature will ask 'why'. Personally, I have always preferred inspiration to information."

- Man Ray

Anna Atkins

Anna Atkins seems to focus on creating the 'perfect' photogram, the leaves she has used here look to be picked fresh rather than dead on the floor, this gives a really precise image as the leaves have no defects. I may try a combination of dead and alive leaves and compare the results. 

Anna Atkins

This is what I am aiming for when creating my images apart from mine will be black and white not colour, which I personally think distinguishes objects a lot clearer using this process. Seeing the structure of the leaves reminds me of ghosts due to the opacity but also has connotations of sturdiness and fragility, a strange juxtaposition. 

Anna Atkins

I like the composition of this photogram, the feathers don't sit within the border they float of the edges on all four sides using the page well and allowing space. The audiences eyes are drawn to the edges of the page rather than focusing in the same spot, the eyes travel in an anti clockwise direction due to the pattern the leaves are placed. 

Anna Atkins

The first thing I noticed about this image was that even though it is 2D there seems to be a perspective, the dandelion head looks further away and its stem looks to be protruding from the page. I personally would have let the stem come off the bottom of the page without seeing the end of it but I think this works surprisingly well. The leaf piece that is layer horizontally I think is slightly unnecessary and the image would still be successful had this not been placed here, it would have looked mrs simple but striking in my opinion.  

Message and Delivery: Research

To start looking at the language already discovered and interpreted by the Yanomami tribe was my first point of call, I wanted to get to know the first few key words to understand the language a bit better. 

These are a few extracts from a book I read online, it was my most useful source for understanding from someones personal point of view, the way of life and how people functioned in a daily routine in the Rainforest. I had my own preconceptions of what I expected them to live and act like so I was surprised to find out they weren't quite what we expected. This book was written from a personal point of view so to hear someone else's opinions was informative and useful.

http://worldwildlife.org/threats/deforestation

http://environment.nationalgeographic.co.uk/environment/global-warming/deforestation-overview/

http://www.theguardian.com/environment/2013/nov/15/deforestation-amazon-jungle-rising-again

http://www.botany.uwc.ac.za/envfacts/facts/deforestation.htm

These are the four main sites that I used for my research, each gave thorough statistics and helped inform me of what the current situation was for the Amazon Rainforest and what the future of it would be. 

Message and Delivery: Delivery

As far as 'high impact' goes I felt that the design of this campaign was really well presented, its loud and clear and I don't think it would be offensive but maybe controversial. The combination of minimal colours and forceful text creates a simple yet hard hitting poster, the use of the explicit language demonstrates the anger and seriousness of the message, but then it also seems to contradict itself as I feel some people may see this as humorous. I think that layering a simple image behind the text creates a good layout, it combines the two and shows the relation.

In context out in public I think this maybe could be seen in a different light, to young children it is too explicit, I think the parents would be concerned and offended. Having said that to the correct audience, dog walkers, it gets the message across strongly, I think it will make them feel guilty also. 'BAG IT. BIN IT. OR GET FINED.' This tagline is simple and factual, it states what is necessary and there is little amount of text so as not to be a tedious, long piece of information.

Propaganda posters from around the time of both world war one and world war two is particularly relevant to my research, they all convey a hugely strong message in a high impact design. Rather than a question of 'Is this tomorrow?' It is presented as a statement, it creates a horrifying message and is designed to shock and scare the audience. The use of fire symbolises danger, death and hell, all these negative connotations work well the serious tag line below to create a warning image that is high impact.

Michael Wied

This project is less hard hitting and more informal, I like the simple graphic images that relate to the subject of deforestation however I feel like the designer almost tip toes around the subject. He presents the facts in a neat, long paragraph that I feel draws away from the specific details, it doesn't really shock the audience but it seems to just inform them, this could be perceived as quite boring. The colours don't necessarily relate to the rainforest either, they have connotations of summer and the beach when put together. 

Experimental Jetset - Fur Free Fashion

The minimalism aspect of this piece is something which I think works particularly well regarding creating something that is to the point, factual and shocking. The words all have negative connotations and have been chosen to have this certain effect on the audience. There is little detail about what the project is about but I think it is self explanatory from the words, this is something I aim to display on my posters as it shouldn't be a design that should have to e explained. I think the use of the ampersand is unnecessary and could be removed and allow the poster to still speak for itself.

Experimental Jetset - Wearing Badges

Using objects that are interactive and fun such as badges and stickers is a good idea in terms of getting younger people involved. Relating to several audiences can spread the message much quicker and can get the message across much better and more efficiently. The simplicity of these makes the message clear, however it also makes me want to find out more about what is behind these, creating a message that draws in and intrigues the audience. 

Alphabet Soup - Typeface (3)

1960's Moviestars

As I knew very little about 1960s fashion I felt I needed to inform myself more about the specific traits and popular trends. From this general extract of information I took some specific words regarding to fashion and investigated further into them.

What has interested me most and what I think will be the most useful in this task is the shape of the bell-bottom trousers and how this could be manipulated or reflected in my work. 

I researched some background knowledge into Audrey Hepburn as she was one of the famous 60s movie stars and someone that Taylor admires. I looked at many images and clips of her and came up with a few connotations of what her personality seemed to reflect.

- elegance

- beauty

- sophistication

- grace

- expense

- sharp natured

- feminine

- confident

- outspoken

A few of these seem to contradict each other, this could also become part of my design perhaps relating to contrasting line weights, not only does this display traits of Audrey Hepburn but as I have already clarified Taylor also has opposite characteristics.

Alton Kelley 

Grateful dead were an American rock band from the 60s, mainly famous for their cover with Bob Dylan of 'knockin' on heavens door'. These posters were created by designer ALton Kelley in the 60s and the typography used was what particularly drew me in. Looking at other typefaces used in the 60s to see how they conveyed the time period was what I found useful, how they represented the easy going laid back lifestyle. The words never seemed to flow in a straight line but as though on a wave of curves or circles, this to me shows the movement of the time and how things were changing with no real structure. I took particular interest in the serifs used here, they are extravagant and large, they don't seem to be following a grid just being put in to compliment the rest of the letterforms structure. 

Other types of design were also important for me to look at, a wide spectrum of the 60s is what I was aiming to gather from a wide breadth of research. This is a company logo design for Dorey Design, a Portland based web design company, is what I found in the Graphis Annual of 67-68 designed by Jeremy Knight and felt it fit in appropriately with my research. The use of circles to create the letter was what caught my attention, the basis of each letter is a perfect circle of which the stem revolves around. I think the way the two circles are the eye catching part is useful, its not necessarily readable but I think that is because there is limited letter forms and it appears to be slanted on a large degree.

Gerald Holtom created the peace sign just before the 60s in 1958, this has become a lrage part of my research and I think will also play a big part in the development of my typeface. The initial sketches by designer Eric Austin are the ones that I prefer the most, the way the three lines crossing through the circle flare slightly before intercepting the outer ring links in really well to my idea of incorporating fashion into the circle like typeface. As my partner declared that the thing that makes her the most unhappy is watching or listening to the news I felt that this is extremely relative to show how she wants peace and happiness and doesn't like to hear of all the unfortunate events taking place around the world on a daily basis, it represents her kind and caring side. 

Alphabet Soup - Illustrator (2)

Sinem Erkas

One of the main things I think of in relation to dimension is lines, accuracy and results, this typeface has such a contrast in line weight, I think that this is something I will experiment with as it links with my partners personality. The extra lines within the shape seem to give it more depth, it creates a heavier letterform which is then balanced out with extra light serifs and other characteristics. I think the extra lines in grey should be incorporated into all of the letters to see how that would look, some feel a bit separate and inconsistent.

Sinem Erkas

A second piece by the same designer Erkas was one that could also be linked to dimension or even just the unique use of lines in general. Its the continuity of the line in each letterform and how it has been constructed that works really well, the basic outline of a sans serif typeface has been used as apposed to a complex serif typeface, that would have made it too difficult I think. I like how some of the letters aren't fully completed as far as whole sides missing yet they are still perfectly clear and readable, whether this is just because they are in context of a sentence maybe.

Samuel Carter Mensah

This version of the typeface Helvetica has a fun and playful intention, it is based solely on the designers love of candy and the typeface itself. I think it focus's mainly at a younger audience with its tone being light hearted and bright, it reminds me of summer.

Samuel Carter Mensah

This is a second typeface developed by Samuel Carter Mensah, I am really surprised at how unique each letterform is considering how readable it is in context. I thought it might be complicated to read when I first saw the individual letterforms but it works well in context but only in large form I think. Because of how complex the type is I think it would only work with two colours and not with any image, I think this would make the page too busy and lose focus.