Advanced Typography - Task 1 (EXERCISES)

March 31, 2023

Advanced Typography - Task 1 (EXERCISES)

05/04/2023 - 26/04/2023 / Week 1 - Week 4

Glen Owen / 0354952

Advanced Typography / Bachelor of Design (Hons) in Creative Media

Taylor's University

LECTURES

Week 4 (26/04/2023)

We got some feedbacks for our last exercise in this class. Mr. Vinod gave us some time to refine our work for those whose works need to be refined again.

Week 3 (19/04/2023)

Instead of onsite class, we had our first online class in this semester today. As usual, Mr. Vinod gave some feedbacks today and gave us some extra time to refine our exercise 2.

Week 2 (12/04/2023)

Mr. Vinod only gave 2 feedbacks to 2 people as he said he can't give feedback to every student. As for the other students to get feedbacks, Mr. Vinod instead divided the class into some group and in this group each member should give feedback to each other. After the feedback session is done, we were given a simple briefing about our next task.

Week 1 (05/04/2023)

In todays class, Mr. Vinod briefs about the module and what will we study in this module for the entire semester. After he finishes the briefing, we were tasked to make 1 or 2 axial text format as an exercise and then he gave feedbacks for the exercise we did. Before the class finished, he gave us an exercise to do which is making 8 text format with 8 system of the Typographic System.

Pre-recorded Lectures

1. Typographic System

According to Kimberly Elam, there are 8 major variations with an infinite number of permutations. These 8 major variations are as follows:

Axial
Radial
Dilational
Random
Grid
Modular
Transitional
Bilateral

Typographical organization is complex because elements are dependent on communication in order to function. Additional criteria like hierarchy, order of reading, legibility, and contrast also come into play.

The typographic systems are akin to shape grammars. The systems itself are similar that the systems has a set of rules that is unique and provides a sense of purpose that focuses and directs the the decision making.

Fig 1.1 Axial System

Axial System : all of the elements are organised to the left or right of a single axis.

Fig 1.2 Radial System

Radial System : all of the elements are extended from a point of focus.

Fig 1.3 Dilatational System

Dilatational System : all of the elements expand from a central point in a circular fashion.

Fig 1.4 Random System

Random System : Elements appear to have no specific pattern or relationship.

Fig 1.5 Grid System

Grid System : A system of vertical and horizontal divisions.

Fig 1.6 Transitional System

Transitional System : An informal system of layered banding.

Fig 1.7 Modular System

Modular System : A series of non-objective elements that are constructed in as a standardised units.

Fig 1.8 Bilateral System

Bilateral System : All text is arranged symmetrically on a single axis.

Usually many designers focus primarily on the grid system for design and are unaware of the potential that other systems hold. This here system is one of many possibilities that affords some level of distinctiveness from the grid systems in a certain situations

2. Typographic Composition

A. Principles of Design Composition

When we think about composition, we think about the dominant principles underpinning design composition, which is:

- emphasis

- isolation

- repetition

- symmetry and asymmetry

- alignment

- perspective

Fig 2.1 Example of emphasis

B. The Rule of Thirds

The Rule of Thirds is a photographic guide to composition, it basically suggest a frame can be divided into 3 columns and 3 rows. The intersecting lines are used as guide to place the points of interest within the given space.

Fig 2.2 The Rule of Thirds frame and its example

C. Typographic Systems

From the 8 systems, the most used and the most pragmatic system is the Grid System, which is derived from the grided compositional structure of Letter Press printing. It was then further enhanced by what is now come to be termed as the Swiss (Modernist) style of Typography, with its foremost proponents being Josuf Muller Brockmann, Jan Tschichold, Max Bill, and such.

Fig 2.3 Grid system examples

In reaction to this very ordered approach of Typography of the modernist era, a group of younger designers began to question and challenge this notion of order . Thus was born the post-modernist era in Typographical systems where chaos, randomness, and asymmetry were explored. Legibility and readability were relegated to the back seat however the bests examples seems to combine the two seamlessly. It's proponents include: David Carson, Paula Scher, Jonathan Barnbrook, to name a few.

There was a method to their madness. Order was replaced with apparent chaos but this chaos was exciting and 'new' for a generation that was being exposed to Punk anti-establishment thought and music. As such, asymmetry, random, repetition, dilatational, and radial systems began to take root in the lexicon of designer.

Fig 2.4 Typographic systems example (Left to right: Paula Scher, Jonathan Barnbrook, David Carson)

D. Other models / Systems

i) Environmental Grid

This system is based on the exploration of an existing structure or numerous structures combined. An extraction of crucial lines both curved and straight are formed. The designer then organizes his information around this super-structure, which includes non-objective elements to create a unique and exciting mixture of texture and visual stimuli.

It is an interesting manner of exploration and provides context to the forms developed in the designs-context why? Due to the fact that the system/structures were developed around key features of an environment associated to the communicators of the message.

Fig 2.5 Example of Environmental Grid by Brenda McMannus, of Pratt Inst. from the book: Typographic Form and Communication, pp211

ii) Form and Movement

This system is based on the exploration of an existing Grid Systems. It was developed for students to get to explore; the multitude of options the grid offer; to dispel the seriousness surrounding the application of the grid system; and to see the turning pages in a book as a slowed-down animation in the form that constitutes the placement of image, text, and color.

The placement of a form (irrespective of what it is) on a page, over many pages creates movement. Whether the page is paper or screen is irrelevant.

Fig 2.6 Static versions of the form placed on spread (Right one supposed to be animated version)

3. Context and Creativity

A. Handwriting

We study handwriting because the first mechanically produced letterforms were designed to directly imitate handwriting. Handwriting would become the basis or standard for form, spacing, and conventions mechanical type would try and mimic.

The shape and line of hand drawn letterforms are influenced by the tools and materials used to make them. Sharpened bones, charcoal sticks, plant stems, brushes, feather and steel pens all contributed to the unique characteristics of the letterform.

Fig 3.1 Evolution of the Latin Alphabet

Fig 3.2 Cuneiform c. 3000 B.C.E.

Cuneiform = the earliest system of actual writing, it is written from left to right and evolved from pictograms.

Fig 3.3 Hieroglyphics 2613-2160 B.C.E

Hieroglyphics = used as ideograms, as determinatives to show that the signs preceding are meant as phonograms and to indicate general idea of the word, and as phonograms to represent sounds that "spell out" individual words.

Fig 3.4 Early Greek / 5th C. B.C.E

Early Greek = drawn freehand and not constructed with compasses and rules and they had no serifs. In time the strokes will get thicker, the aperture lessened, and serifs appeared.

Fig 3.5 Roman Uncials

Roman Uncials = By the 4th century, Roman letters were becoming more rounded, the curved form allowed for less strokes and could be written faster.

Fig 3.6 English Half Uncials

English Half Uncials = In England, the uncial evolved into a more slanted and condensed form.

Fig 3.7 Carolingian Miniscule

Carolingian Miniscule = Capitals at the start of a sentence, spaces between words and punctuations. It was the one that is used for all legal and literary works to unify communication between the various regions of the expanding European Empire.

Fig 3.8 Black Letter 12-15 C. CE

Black Letter = Characterized by the tight spacing and condensed lettering. Evenly spaced verticals dominated the letterform. Because of this condensed line spacing and letter spacing the amount of costly materials in book production got reduced.

Fig 3.9 The Italian Renaissance (Antica)

The Italian Renaissance = The renaissance analysis of form that was being applied to art and architecture was directed toward letterform - resulting in a more perfect or rationalized letter.

Fig 3.10 The Brahmi Script 450-350 BCE

The Brahmi Script = The earliest writing system developed in India after the Indus script. It is one of the most influential writing systems; all modern Indian scripts and several hundred scripts found in Southeast and East Asia are derived from Brahmi.

B. Programmers and Type Design

More vernacular scripts are being produced by software giants like Google. More and more vernacular and "multi-script" typefaces are being produced to cater to situations where the written matter is communicated in the vernacular script or vernacular and Latin scripts.

Fig 3.11 Baloo

Baloo = an affable display typeface by Ek Type.

4. Designing Type

Xavier Dupré (2007) in the introduction of his typeface Malaga suggested two reasons for designing a type face:

type design carries a social responsibility so one must continue to improve its legibility
type design is a form of artistic expression

The general process of type designing are:

A. Research

When creating type, we should understand type history, anatomy, and conventions. We should also know terminologies, side bearing, metrics, and hinting. It is also important to determine type's purposes or what it would be used for. We should also examine existing fonts that are presently being used for inspiration.

B. Sketching

You can sketch traditionally which is using paper and pencils or digitally like using tablets (Wacom, iPad, etc.)

C. Digitization

There are professional software that are used in digitizing typefaces like FontLab and GlyphsApp.

D. Testing

Testing is important component in the thinking process of designing a typeface. The result of testing is part of the process of refining and correcting aspects of the typeface.

E. Deploy

After deploying typeface there are always teething problems that did not come to the fore during the prototyping and testing phases. Thus, the task of revision doesn't end upon deployment.

Fig 4.1 Construction grid for the Roman Capital using 8x8 cells

Typeface Construction = using grids can facilitate the construction of a letterforms and is a possible method to build/create/design a letterform.

Fig 4.2 Classification according to form andd construction

Construction and Consideration = different forms and construction must be taken into account when designing a new typeface. An important visual correction is the extrusion of curved forms past the baseline and cap line.

5. Perception and Organization

A. Contrast

Fig 5.1 Contrast of Size

Fig 5.2 Contrast of Weight

Fig 5.3 Contrast of Form

Fig 5.4 Contrast of Structure

Fig 5.5 Contrast of Texture

Fig 5.6 Contrast of Direction

Fig 5.7 Contrast of Color

B. Form

For refer to the overall look and feel of the elements that make up the typographic composition. A good form in typography tends to be visually intriguing to the eye; it leads the eye from point to point, it entertains the mind and is most often memorable.

C. Gestalt

Gestalt Psychology is an attempt to understand the laws behind the ability to acquire and maintain meaningful perceptions. It emphasizes that the whole of anything is greater than its parts.

INSTRUCTION

Fig 6.1 Advanced Typography MIB

Task 1 - Typographic Systems and Type & Play

Exercise 1 - Typographic Systems

This exercise was actually given before our first class started. In this exercise we were told to format a text using the 8 systems according to Kimberly Elam. While formatting the text, I did some alignment to the text so it will look neat.

Fig 7.1 & 7.2 Aligning text progress (Week 0, 01/04/2023)

Fig 7.3 Axial System Format (Week 0, 01/04/2023)

Fig 7.4 Modular System Format (Week 0, 01/04/2023)

The font I used in Fig 3.3 & Fig 3.4 are Futura Std. Personally, I use this font because I like the design so much. After having our first class, I decided to make new formats of the text using 8 Typographic System with 1 artwork = 1 system.

Fig 7.5 & 7.6 Axial System (Week 1, 05/04/2023)

So for the Left Axial it's basically the same as Fig 3.3 but I add some visual elements which is the red line. As for the Right Axial I make it a little slanted and add a box as the visual element. I showed it to Mr. Vinod and he said that the one at the right is bad because the visual elements steal the attention of the viewer. As for the one at the left it is quite unbalance.

Fig 7.7 & 7.8 Radial System (Week 1, 05/04/2023)

There are 3 circular point at the Left Radial and I showed it to Mr. Vinod. He said that it is bad to put information near the edge of the canvas so I took note of it. As for the Right Axial is just a second attempt and personally I don't like the visual element I created there.

Fig 7.9 & 7.10 Dilatational System (Week 1, 09/04/2023)

Each canvas has different flow in the text. Mr. Vinod said that the flow should be connected to each other so viewer can read the information in one flow which makes them easier to read. In this case, the one at the left has a disconnected flow at the "June 25, 2021" part while the one at the right is both the date part and the "Open Public Lecture" part.

Fig 7.11 & 7.12 Random System (Week 1, 09/04/2023)

In this system, I used real life reference to help me on thinking of a pattern. In this case, I use the cutleries at the kitchen then drop them at the same time to make a random pattern. Mr. Vinod said that I could be more experimental on this design and try to utilize the spaces.

Fig .713 & 7.14 Grid System (Week 1, 09/04/2023)

Personally, I had a hard time at compositing the information in here as it has to follow a grid system. I had a hard time on which to show to Mr. Vinod and in the end I choose the left one to get some feedbacks. The feedback I received is the same as the Radial which is do not put the information near the canvas. As for the vertical text, I can make it vertical 'if' I only had short information instead of long.

Fig 7.15 &7.16 Transitional System (Week 2, 11/04/2023)

As for Transitional I can't think of a good pattern because when I tried to look at references and other people works, it all looks the same so my first attempt(left one) is kind spacy(?) while my second attempt is almost the same as other people work. I showed the one at the right to Mr. Vinod and he said that the visual element is too overwhelming.

Fig 7.17 & 7.18 Modular System (Week 2, 11/04/2023)

To be honest I had difficulties in making the modular system since they are almost identical to Grid System. I showed the one at the left to Mr. Vinod and he said that it is aesthetically good and well-balanced but it's still unsure.

Fig 7.19 & 7.20 Bilateral System (Week 2, 11/04/2023)

Lastly the Bilateral System, I find it hard to make a good layout for this one because it is all centralized in an axis. I showed the one at the right to Mr. Vinod because I think it looks cool. He said that it's unbalance (which I think it is) and it is not called bilateral anymore because in here I made three axis which he called it multilateral. Even so, he found the idea of making "The Design School" and "Taylor's University" besides the "AND" looks unique. After some consideration, I decided to refined those that got feedbacks as my final submission for this part of exercise.

Fig 7.21 Final Axial System (Week 2, 13/04/2023)

Final Axial System

Font used: Futura Std

Fig 7.22 Final Bilateral System (Week 2, 13/04/2023)

Final Bilateral System

Font used: ITC Garamond Std

Fig 7.23 Final Dilatational System (Week 2, 13/04/2023)

Final Dilatational System

Font used: Bodoni Std

Fig 7.24 Final Grid System (Week 2, 13/04/2023)

Final Grid System

Font used: ITC New Baskerville Std

Fig 7.25 Final Modular System (Week 2, 13/04/2023)

Final Modular System

Font used: Futura Std

Fig 7.26 Final Radial System (Week 2, 13/04/2023)

Final Radial System

Font used: Futura Std

Fig 7.27 Final Random System (Week 2, 13/04/2023)

Final Random System

Font used: Bodoni Std

Fig 7.28 Final Transitional System (Week 2, 13/04/2023)

Final Transitional System

Font used: Serifa Std

Fig 7.29 Final Exercise 1 PDF format (Week 2, 13/04/2023)

Fig 7.30 Final Exercise 1 with Grid PDF format (Week 2, 13/04/2023)

Exercise 2 - Type & Play

The second exercise we are tasked are to find a picture of anything that is not neat then dissect and extract letterforms from the picture. In order to choose the right picture, I have 2 pictures of my choosing that are available in my phone.

Fig 8.1 Picture no.1

Fig 8.2 Picture no.2

Fig 8.3 Traced picture no.1 (Week 3, 18/04/2023)

I showed Fig 8.3 to Mr. Vinod and he said that the extraction letterforms are too rudimentary. So I decided to pick picture no.2 as the final one.

Fig 8.4 Traced letterform from Fig 8.2 (Week 3, 19/04/2023)

Fig 8.5 Extracted letterform (Week 3, 19/04/2023)

Fig 8.6 Refining letterform process (Week 3, 19/04/2023)

In order to refine better, I showed this to Mr. Vinod. He said that the letterform strokes are inconsistent and it needs to stay its characteristic from its origin (it means that it should shaped like beans). So I used that feedback in order to refine my letterform then make them in a poster.

Fig 8.7 Refinement (Week 3, 22/04/2023)

Fig 8.8 Poster (Week 3, 22/04/2023)

After showing the refinement in Fig 8.7 and poster to Mr. Vinod, he said that the letterform needs to be modified again and as for the poster, the picture used is need to be related to the original picture of where the letterform came from and not from the word that the letterform has made.

Fig 8.9 Final refinement (Week 4, 26/04/2023)

I tried to make the letterform to be not pointy to mimic the shape of the long beans so it could stay in characteristics.

Fig 8.10 Final Poster (Week 4, 26/04/2023)

At Week 7, Mr. Vinod tasked us to revised our final poster in class. He gave us a total of 1 hour to revise our poster and here's my result.

Fig 8.11 Revised Final Poster (Week 7, 17/05/2023)

FINAL SUBMISSION

Fig 9.1 Final Axial (Week 2, 13/04/2023)

Fig 9.2 Final Radial (Week 2, 13/04/2023)

Fig 9.3 Final Dilatational (Week 2, 13/04/2023)

Fig 9.4 Final Random (Week 2, 13/04/2023)

Fig 9.5 Final Grid (Week 2, 13/04/2023)

Fig 9.6 Final Transitional (Week 2, 13/04/2023)

Fig 9.7 Final Modular (Week 2, 13/04/2023)

Fig 9.8 Final Bilateral (Week 2, 13/04/2023)

Fig 9.9 Exercise 1 Final Submission (Week 2, 13/04/2023)

Fig 9.10 Exercise 1 with Grid Final Submission PDF form (Week 2, 13/04/2023)

Fig 9.11 Final Letterform (Week 4, 26/04/2023)

Fig 9.12 Final Poster (Week 7, 17/05/2023)

Fig 9.13 Final Exercise 2 PDF form (Week 7, 17/05/2023)

FEEDBACK

Week 4

General Feed: letterforms need to be modified again

Specific Feed: "X" needs to be modified, remember to stay in character, picture of poster should be related to the origin of the letterform and not from the word that the letterform made.

Week 3

General Feed: Photos should be a close-up one, make the stroke consistent, object characteristics need to stay in the letterform.

Specific Feed: Design of the first letterform is rudimentary, study the structure of the object to understand better their anatomy and make the letterform like them.

Week 2

General Feed: Space must be consistent, do not put information near the edge of canvas, do not put tension to the heading, and do not put 2 dominant headings.

Specific Feed: Axial (not well-balance), Radial (don't put information near the edge), Dilatational (information looks disconnected to the flow), Random (can be more experimental and utilize the space more), Grid (the composition layout makes it difficult to read), Transitional (visual element too overwhelming), Modular (main heading and some of the subheading size are clashing each other, make one of the heading smaller), Bilateral (it's actually not bilateral and quite unbalance)

Week 1

General Feed: Remember to use the right fonts as some of the fonts doesn't have the small capital letter. The format of axial no.2 is fine

Specific Feed: Right side axial leading need to be adjust and as for the left side the visual element is too overwhelming.

REFLECTION

Experience

To be honest, I had no struggles on doing this exercise. The only problem I had when doing this exercise is that everytime I finished them especially Exercise 1, it looks so rudimentary. I mean I get it supposed to be layout, but the layout I made looks really boring. So to make it fun, I did some experiments in them while doing the exercise. As for Exercise 2, my only problem while doing it is that refining them kind of hard as it needs to stay consistent.

Observations

In Exercise 1, I need to observe leadings, alignment, consistency, etc. I had to pay attention to balance as well because with balance the layout will look good for the viewer. As for Exercise 2, I observed that consistency is key to make a good letterform. Overall, in this exercise it's all about consistency and balance.

Finding

I find that before I do Exercise 1, I thought it would be a piece of cake because it's all about formatting layouts. Soon I realized some of the layout are hard to be arrange like Radial and Dilatational. Though I would admit it's actually fun doing this exercises. For Exercise 2 I got no comments for that because it feels like this exercise are like fillers.

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Glen Owen (0354952)