a5 process book 2010

TYPOGRAPHY&CONTEXT

PROCESS BOOK

HELLO

THERE

Typographic Self Portraits & Logos

Asessment 01

04

Giants of Typography

Assessment 02

18

Letters in the Environment

Assessment 03

34

ProcessBook`s Process

Assessment 04

Bibliography

42

50

I`m Hallan and this is the contents of my process book for Typography & Context 2010

Pictures of In class feedback for Typographic Self Portraits

Typographic Self

Portraits & LogosYou are asked to design a set of typographic self-portraits

& a set of publisher’s logos.

6

POINT

THE

I basically jumped into session

two in the middle of it and

almost at the end of the first

assessment. Although I had

a two weeks extension, I

decided I could do it during

class, so I wouldn`t be late for

other assessments.

It`s such a great experience

coming to a new country and

starting college so quickly

that it don`t have time to

feel home sick.

7


LOGO

CATEGORIESA Logo always sits within one of the following five categories:

A freestanding acronym or name that

has been designed to convey an

attribute or attitude.

A unique design using one or more

letterforms that act as a mnemonic device.

A mark in which the name is nextricably

linked to a pictorial element.

An immediately recognisable literal image

that has been simplified and stylised.

WORDMARK

LETTERFORM

EMBLEM

PICTORIAL MARK

A symbol that conveys a big idea.SYMBOLIC MARK

9


SelfPortrait

USINGTYPEWorking with type, we had to develop a character showing ourselves as

a typeface. I had no idea where to go when I started, and then I realised

I could do it with simple and basic type glyphs and letters. After all, the

best design is simple.

Doing the typeface character I didn`t have

much of problem to find the result

I wanted, thank god.

10

Compared to the TypeFace Character, the feedback I received from my

abstract logo wasn`t that good. Perhaps it is because I was in a rush as I

had other assessments due at the same time.

So, in the abstract logo, I tried many

versions until I found something that was

following the same thinking behind the

other design elements. However it didn`t

turn out as abstract as it should have

been. Damn.

Abstractlogo

USINGTYPE

11


13


letterFORM

USINGTYPEOnce I started using a comma as an eye and was happy with that, the

letterform was very good to work on. I tried some different things mixing

letters, but in the end I thought it was too busy and simplified it with just

one letter, "T" and the comma.

Coming up with this idea, I left the other

ideas behind and stuck to it until getting a

good final letterform.

14

WORDMARK

USINGTYPEPlaying with lots of different styles in the same font, I found it a little

hard to decide which one to pick. In the end, I was unsure between two

versions I designed.

Although I could have been better at it,

my final choice was satisfactory except

for the the kerning. I have to learn more

about it in the next assessment.

15


!

“ I learnt more about

kerning, leading and

other type settings…”

REFLECtion

USINGTYPE

When I started studying

typography, I didn`t really fall

in love with it, but now I really

see how beautiful this

unit is. Not just beautiful, but

critically important for a design

project to turn out great.

During the first assessment

I learnt more about kerning,

leading and other type settings

that would be very important

during the tasks to come.

17


Pictures of In class feedback for Giants of Typography

Giants of TypographyYou are asked to design and produce a brochure and a logo, using the supplied

grid and produce a series of 3 double page spreads plus a front & back cover for

a typography booklet that features the work of influential type designers.

20

In class feedbackfor Giants of Typography

21


BackGround

THEGRIDIn visual communication, whether on paper or a screen, the grid is

visible to those who look for it. Often, a layout that to uninformed eyes

is a random arrangement of photographs, type and space is seen quite

differently once its grid structure has been pointed out. The perceptual

shift can be quite dramatic: what had seemed arbitrary suddenly looks

immutable. So, the grid.

The grid is simply a way of dividing up the

space so that your design elements can

communicate in the most effective way

with the minimum amount of confusion

for the viewer. A grid is a tool that enables

you to consistently repeat elements but

without them becoming boring to the eye.

22

THE GIANTCHOOSING

Eric Gill, Frederic Goudy, John Baskerville and Jan Tschichold.

Left, Top, Down, Right

Portrait of Eric Gill

Jan Tschichold

Frederic Goudy

John Baskerville

23


24

A Monument to John Baskerville outside Baskerville`s House.

Sculpture in Centenary Square, Birmingham, England.

25


RESOURCESBASKERVILLE

We have been supplied with the booklet grid layout, copy about the

chosen typographer, portrait and images.

Right, Down Works of Joseph Addison (1761),

The Folio Bible Printed by Baskerville in1763

26

After researching and reading about Baskerville,

I came up with my first spread design, and luckily

I kept the same structure to the end.SPREADS

GIANT

27


First spreadAssessments 02

Giants of Typography.

28

The other spreads were a little bit more

difficult to conclude, but at the last week I

got some good feedback and ideas, which

helped me out a lot to finish them.

29


“The week before it was due, I noticed I had to insert the list of

fonts Baskerville had designed.Second spreadAssessments 02 Giants of Typography.

31


“I really thought I would receive a ‘D’, but then I was

given a ‘C+’. Couldn t it be a 'D', Nigel?


33

“ I learnt how to set up

and use the grid. Great

step ahead, indeed!”

REFLECTION

GIANTS

I was very comfortable in the

first spread. The other ones I

wasn`t so sure, but then they

started coming up and I sorted

them out.

Lecturers were effective in

giving me the right advice,

which made it easier.

I accept my mark, but

comparing to some other

students that got the same

mark as me, I felt bad. I`ll get

over it. It`s Designer`s ego.

I could have put more effort in

the finishing skills, but I heard

from Neil this assessment

would be marked more as a

layout then stock or finishing.

In Summary, I`m satisfied.

Pictures I didn`t use for the final poster

Letters in the

EnvironmentYou are asked to design and produce an A2 poster in two colours.

36

Other pictures fromLetter in the Environment

37


TAKING

PICTURESHaving the cameras in hand, my group and I went towards Luna Park to

find some interesting places to set the A2 poster. However, we didn`t

need to go there to get some good shots. We took some shots in front

of a business building, a church and a park, where we caught ourselves

trying to make some pigeons fly over the poster. It was funny and, of

course, we didn`t get the pictures.

Walking back to class, we decided to

wrap the letter up and use it as if it were

a pedestrian crossing. After 5 minutes

shooting in lots of different angles, we

got a truck running over our letter, which

was very cool. Then we spent 10 minutes

waiting for another truck to come. Of

course, we didn`t get it again. But the

results came out good, anyway!

THURSDAY

2 DECEMBER

2010Harbo

ur Terrace

Museum of Con

temporary Art

140 George S

treet

The Rocks

Sydney NSW

1223

www.mca.org

/environmentpos

ters

LETTERS

IN THEENVIR

ON

MENT

LETTERS

IN THEENVIR

ON

MENT

THURSDAY

2 DECEMBER

2010Harbo

ur Terrace

Museum of Con

temporary Art

140 George S

treet

The Rocks

Sydney NSW

1223

www.mca.org

/environmentpos

ters

38

THE

PROCESSThe process was long, I have to admit.

I tried lots and lots of layouts until I got the simplest

one, as you can see on the final poster attached.

I started with a simple idea, but other ideas kept on

coming up and I became indecisive.

At the end of the process, with the lecturers help,

I decided to change the color of the poster from gold to

greenish, and it really helped, since I was stuck on

other ideas.

LETTERS

IN THEENVIR

ON

MENT

THURSDAY

2 DECEMBER

2010Harbo

ur Terrace

Museum of Con

temporary Art

140 George S

treet

The Rocks

Sydney NSW

1223

www.mca.org

/environmentpos

ters

THURSDAY

2 DECEMBER

2010Harbo

ur Terrace

Museum of Con

temporary Art

140 George S

treet

The Rocks

Sydney NSW

1223

www.mca.org

/environmentpos

ters

LETTERS

IN THEENVIR

ON

MENT

THURSDAY

2 DECEMBER

2010Harbo

ur Terrace

Museum of Con

temporary Art

140 George S

treet

The Rocks

Sydney NSW

1223

www.mca.org

/environmentpos

ters

LETTERS

IN THEENVIR

ON

MENT

LETTERS

IN THEENVIR

ON

MENTTHURS

DAY

2 DECEMBER2010

Harbour Terr

ace

Museum of Con

temporary Art

140 George S

treet

The Rocks

Sydney NSW

1223

www.mca.org

/environmentpos

ters

THURSDAY

2 DECEMBER2010

Harbour Terr

ace

Museum of Con

temporary Art

140 George S

treet

The Rocks

Sydney NSW

1223

www.mca.org

/environmentpos

ters

LETTERS

IN THEENVIR

ON

MENT

39


41


“ I kept changing

everything, everytime

I looked at it!”

REFLECTION

LETTERS

I found myself changing the

whole layout everytime I

looked at the poster.

And I learnt that sometimes

the best thing thing to do is to

go outside and relax, look at

other stuff but design pieces.

As we had to fit the poster

inside this process book, I

changed the objects position

for the copy to fit into an A5

size when folded.

Pictures of In class feedback for Process Book and Poster

THE PROCESS

BOOK`s PROCESSYou are asked to show the process behind the process book itself.

Quite funny, but let`s talk about the process of the process book.

44

In class feedbackfor the Process Book

45

The Process Book`s Process

PROCESS

BOOKAs I joined the class 3 weeks after the begining of the semester, I read

the brief and I also asked some classmates about the process book. So, I

started collecting material as soon as I could.

We were supplied with the Grid and final

size, A5, but we could choose the stock

and binding method, as long as adding

some more pages when necessary.

46

A phrase that contains all of the letters of the alphabet. It`s commonly used in Design Projects to test the font.

47


TYPOGRAPHY

CHOSENI divided the typographic project in 3 fonts, one font for the body copy,

another for the titles and one more for highlighted copy. “BlackOut

2AM” is the one I`m using for the titles. “Univers” is the one I`m using

for the body copy and also “Adobe Caslon Pro” for the highlighted copy

and page numbers.

As the hierarchy in my book is basically

title and body, the only aspect I changed

through chapters were the colors.

49


“ I kind of had

the concept in my

mind already.”

REFLECTION

BOOK

I started the process book

with an idea in my mind: Try to

be professional, but also not

so "squared" and corporate.

So, after designing the first

10 spreads with my initial

concept and getting feedback

in class, I established a style.

At the end of my process,

I learned how to use the

baseline grid, something that I

might have missed, as I didn`t

attend classes at the begining

of the semester.

51


THAT`s THE

BIBLIOGRAPHY

www.fffound.com01

www.formfiftyfive.com02

White, J. 2003. Editing by Design: For

Designers, Art Directors, and Editors--

the Classic Guide to Winning Readers,

Allworth Press, USA.

03

Those are the places where I based my research and also got inspiration from.

Pictures of In class feedback for Process Book and Poster

a5 process book 2010

Documents

environment assessment

typeface character

unique design

design elements

best design

abstract logo wasn

good final letterform

typography context