OUGD505 - Design Practice 2 - Typography Workshop 1 with Graham.

we had the first session with graham introducing us to a more in depth look and analysis of typography and typographic elements. from the session he was aiming for us to gain a better understanding of the communicative aspect of type being the visual representation of spoken word. he explained that every typeface has individual visual elements to it that we relate, often due to common association, to a certain style, profession, or tone of voice. we, as graphic designers, should be able to recognise and apply appropriate typefaces relative to a design job.

"Typography is the art and technique of creating and composing type in order to convey a message. the term TYPE includes the design and function of alphabetic and analphabetic symbols to represent language." Matthew Woolman.
http://www.planetoftunes.com/dtp/typography.htm#.UwtYXvR_s1Y


we were first asked to write our name in a font and point size that we thought visually represented ourselves. initially i was unsure which font to use and was flicking through font book to find something i thought represented me. i decided to use Harabara; a font that i like the aesthetic structure and readability of and think relates to me in its simplicity but subtle style.

 when we looked at each others graham made us realise that many of us, i think myself included, had chosen our font based only on aesthetic pleasure and had not truly grasped the consideration for type communication. also i did not really take into consideration the size of the font and its display when inforont of the class.

from this we went on to look at typographic elements, beginning with a quick 'anatomy of type test'. we had to name the different parts of type that were highlighted.

http://www.planetoftunes.com/dtp/dtp_media/fonts_typography/anatomy.gif

 i managed to name about 3 or 4 out of about 15, which i thought was quite bad and so i did some revision of typographic elements. graham then talked abit more about how type is perceived and can be understood through verbal association. he proposed some examples to help us understand. i get, more so, how the structural elements that make up the aesthetic of a font comunicate a message or tone and can be used to visually represent the copy, company, ethos, or any other design aspect effectively.

we were then asked to design a business card for a given occupation, using only type and with consideration for typographic communicative elements. i was given 'solicitor' as the occupation. having searched through a few fonts, and deciding that a straight letter, modern, serif font would be appropriate due to the visual association with that type of profession, and due to the 'smart' and 'business' aesthetic. having tried a few out i decided to use the Didot typeface; involving the Bold and Regular fonts at 17, 16, and 8 pt respectively.

i made up a name for the solicitors firm and added what i thought to be the appropriate information on a solicitors business card. i feel that the choice of fonts, sizes and composition effectively communicate solicitor. we were then all asked to put our laptops to the back of the class and the we critiqued the appropriateness of the classes choices. i learned things like underlines are appropriate in reaffirming the importance and professionalism of something, which i involved in my card.

unfortunately mine didnt get critiqued but i still learned useful things about when type in appropriate and that the aesthetic is the least important consideration.

i really enjoyed the session and feel that it has boosted my interest in type and typographic application/understanding. i gained a relevant knowledge of the basic application of type in design and what considerations should be made when involving type in design.

since the session i have been paying more attention to signs and logos that involve type and the main communicative element and have been critiquing them against the company, campaign, sector etc that they advertise/represent.