Raw Type Boards

Carl Holderness

Raw Type (Part 1) Brief Create a typeface based upon themes of either time, sound, photography or light and produce a promotional poster for the typeface design.

Concept Breaking boundaries.

Tone of Voice Bold, unusual, aesthetic.

Audience Studio Raw designers, general type enthusiasts.

Rationale “Don’t mistake ledgibility for communcation.” David Carson.

This brief allowed me to explore the notion of communcation, perhaps not just words but an idea and a science, going above the ledibility and readability and nature of how letterforms are represented.

The doppler typeface is designed to be purely decorative. A travelling object is illustrated through a thicker line and forms the basic structure of the

individual letterforms where the object moving. As this object moves through space the sound waves generated create a body of waves which forms the body of each letterform.

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Rings illustrate a varying amount of speed according to each letterform. Ascenders, descenders and greater character width increase line length and result in longer chains resulting in faster speeds that are supersonic.

Shorter, more contained letterforms result in slower speeds which do not break the sound barrier and create a ‘doppler’ effect.

Board 01/05

Blog Tags Raw Type Part 1, Raw Type Part 2

Carl Holderness Deliverables Two typefaces, singular type specimen and poster.

Design Direction The promotional material is designed to bring together those aspect of breaking the sound barrier. Visuals are lit with sky imagery against subtle abstract letter forms communicating a feeling of sound with a more subtle type-based reference.

The type specimen explains how the typeface was designed and views each typeface.

OUGD303 Blog Tags Raw Type Part 1, Raw Type Part 2 Board 02/05

Carl Holderness

Raw Type (Part 2) Brief Using the Doppler type as a basis for the design direction, propose how the typeface could be used in context.

Rationale To show how the typeface could be used within context I proposed an exhibition curating Aeronautical Engineering at the Dana Centre Science Museum.

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Concept Breaking Waves

The Dana Centre is renowned for giving pressing talks on current issues within various scientific fields. The audience of scientific professionals visit the Dana Centre as a base for social and professional talks.

The proposed exhibition of breaking waves aims to target that audience through using a minimal aesthetic approach lit with high spec finishes and fine detail.

Board 03/05

Tone of Voice Professional, high-spec, minimal, intellectual.

Audience 18+ Adults, Science orientated career men.

Blog Tags Raw Type Part 1, Raw Type Part 2

Carl Holderness Range & Distribution The proposed exhibition is lit with sound waves, these fine details add feature and bring together the range of posters, tickets and leaflets. Details such as foiling, perforations, as well as long formats add a bespoke and professional finish to the material.

Merchandise such as tote bags, notebook and stationary would provide souvenir material for those who would not normally attend such exhibitions regularly.

The exhibition would also be promoted online using their web site and email-marketing as well as the printed formats.

OUGD303 Blog Tags Raw Type Part 1, Raw Type Part 2 Board 04/05

Carl Holderness Exhibition Provided enough space, the exhibition itself would be presented in a minimal way to coincide with the promotional visuals. The gallery space would be moonlit with large type forms and vinyl sound waves. The visual presentation of the event would be key to the success of communicating the concept of sound, large open spaces would allow visitors to engage with the aspects of spacial and sound movement.

OUGD303 Blog Tags Raw Type Part 1, Raw Type Part 2 Board 05/05