david spears
School of Visual Arts
August 2021
artist residency
Building Brands W ith Type
instructors Matteo Bologna Paul Shaw Cyrus Highsmith Dan Rhatigan Ksenya Samarskaya Joe Newton
I brief
t he s pac e c ompa ny is a travel agency for families or business people interested in vacationing to or with business interests on Mars. This is a dynamic company that was founded by Stephanus Opera (Steve Jobs in Latin) in the year (choose a time period). Thanks to some innovative technology and out-ofthe box thinking, Mr. Opera’s company was able to launch the first manned spaceship to start a colony on the Moon and just shy of 20 years later their first vessel landed on Mars kickstarting the first space travel company in history.
II research
time period
Victorian Era (1837–1901)
insight i Previously, residential space was adjacent to or incorporated into the work site, virtually occupying the same geographical space. In the Victorian era, English family life increasingly became compartmentalized. The concept of privacy became a hallmark of the middle-class life.
insight iii insight ii With Charles Darwin’s writings Those who called themselves about evolution, the proof of “freethinkers” and “secularists” stood in opposition to the God’s existence that said he had institution of the Church, and to exist to have a marvelously the literal belief in the Bible. complex world was no longer Their beliefs were centered on satisfactory when biology the concept that people could demonstrated that complexity understand the world through could arise through evolution. consideration of nature.
III strategy
renaming
The Space Company
Evolve Travel
III strategy
brand platform
essence
Discover your dreams
promise
what
how
We shorten distances & open possibilities
by thinking outside the box to visit the future & creating relevant solutions
position
Compartmentalization
Evolution
Human divinity
private & seclusion
change & complexity
secular & human agency/empowerment
secret sauce Innovative technology
Design forward approach
Endless possibilities
personality
Avant-garde
Cultured
Imaginative
bold & shameless
significant & versatile
creative & extravagant
Innovation
Aesthetic
Dreams
values
why
III strategy
audience
“here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes…the ones who see things differently—they’re not fonds of rules… You can quote them, disagree with them, glorify them or vilify them, but the only thing you can’t do is ignore them because they change things…they push the human race forward, and while some may see them as the crazy ones, we see genius, because the one who are crazy enough to think that they can change the world, are the ones who do.” —stephanus opera, 1997
III strategy
personas
persona i
persona ii
persona iii
freethinking collector
agnostic scientist
nonconformist shoppe keepers
Emmit & Hannah
Simeon
William & Clara
he: educator
he: scientist
he: run watch shoppe
she: housekeeper
hobby: musical drama & circus
she: cleans shoppe & cares for home + children
hobby: collecting rocks & bird watching
reaction to darwin: validates his belief that God is not the sole reason for biological complexity
hobby: teaching Sunday school
reaction to darwin: has grown skeptical of the need to attend church regularly mixed travel: leisure (collecting rocks + relax) & business (writing for journal article)
business travel: traveling with a team of scientists to study life on Mars
reaction to darwin: validates their belief that God is responsible for biological wonder leisure travel: taking children on holiday
III strategy
journey map
uncovering touchpoints
What’s Emmit user experience with Evolve Travel? i: Discover
ii: Inquire
iii: Book
iv: Commute
iv: Travel
learns about Evolve
goes to the shoppe
returns to the shoppe
day of travel
on the spaceship
advertisment newspaper ad guerrilla environmental poster flyer
shoppe environmental signage interior signage wayfinding schedule board business card billhead uniform brochure
welcome kit what to expect (folder) ticket pack list calendar sticker binoculars dopp kit & baggies housing
travel to station vehicle luggage tag uniform
station environmental signage interior signage uniform
flight shuttle uniform food packaging souvenirs
III strategy
journey map
uncovering touchpoints
What’s Emmit user experience with Evolve Travel? i: Discover
ii: Inquire
iii: Book
iv: Commute
iv: Travel
learns about Evolve
goes to the shoppe
returns to the shoppe
day of travel
on the spaceship
advertisment newspaper ad guerrilla environmental poster flyer
shoppe environmental signage interior signage wayfinding schedule board business card billhead uniform brochure
welcome kit what to expect (folder) ticket pack list calendar sticker binoculars dopp kit & baggies housing
travel to station vehicle luggage tag uniform
station environmental signage interior signage uniform
flight shuttle uniform food packaging souvenirs
IV
inspiration moodboard
IV
inspiration typeface options
IV
inspiration primary typeface
the inland Originally patented in 1895 by Carl Schraubstadter, Jr. [Patent] Designed by Nicholas J. Werner [Reichardt]. Digitized by Claude Pelletier as Bizarrerie Bold (2010, free for personal use). Inland Edwards Fancy NF (Nick’s Fonts, 2015) is a commercial revival.
IV
inspiration secondary typeface
“the dot of the i floats away in space.”
doves type The Inland, being a display typeface, needs to be paired with a more legible typeface. Doves Type is an excellent pairing not only because of it's form similarities but also because they were created in the same era. Thomas James Cobden-Sanderson along with partner Emery Walker, established the Doves Press publications in 1900 by the banks of London's River Thames with the intention "to attack the problems of Typography." A bespoke typeface for the publication was created in 1899 but was thrown into the river in 1916–17 following a dispute over ownership. In 2013, Robert Green released a facsimile font of the lost Doves Type through Typespec. Following the recovery of 151 metal pieces of type in 2014, Green released a more polished digital version for contemporary usage in 2016.
V plan
personality type specimen
inland edwards nf Inland Edwards NF was designed by Nick Curtis and published by Nick's Fonts in 2015. Inland Edwards NF contains 2 styles. This typeface will serve as the basis for Evolve Travel's custom typeface
plain
fancy
Aa Bb Cc Dd Ee
Aa Bb Cc Dd Ee
Ff Gg Hh Ii Jj Kk
Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp
Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu
Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
Vv Ww Xx Yy Zz
012 3456789
0 1 2 3 456 789
.!?@$£¢ %&
.!? @ $£ ¢ % &
½¼§©® *
½¼§©® *
V plan
personality type specimen mix
mix of plain & fancy
Aa Bb Cc Dd E+E=E e Ff Gg Hh Ii Jj Kk brand typeface
personality A hybrid of the two styles will serve as the basis for brand's custom typeface.
basis shapes for tuscan serifs and tittles
Ll Mm Nn Oo Pp Oo
& custom l for logo
alternative glyphs
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 012 34 56789 .!?@$£¢ %& ½¼§ ©®*
& custom E for logo
V plan
structural type specimen
comparison
brand typeface
structure Inland Edwards NF is essentially a didone with tuscan serifs. In order to design the brand's custom typeface, Sybarite Medium will serve as the basic structure for the forms,
sybarite medium
AaEeQeSsYy47
Inland Edwards
Aa Bb Cc Dd Ee
AaEeQeSsYy47 AaEeSsQeYy47 AaEeSsQeYy47
Bodoni 72 Oldstyle Bold
Ff Gg Hh Ii Jj Kk
Didot Bold Sybarite Medium
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1234567 8 9 .! ? @ $ £¢ %& ½¼ § ©® *
V plan
typeface formula
brand typeface
formula Sybarite Medium will serve as the structural basis for the brand's custom typeface with a mix of Inland Edwards NF Plain and Fancy as the personality.
mix of inland edwards nf plain & fancy
sybarite medium
Aa Bb Cc Dd E+E=E e
Aa Bb Cc Dd Ee
Ff Gg Hh Ii Jj Kk
Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Oo
& custom l for logo
alternative glyphs
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 012 34 56789 .!?@$£¢ %& ½¼§ ©®*
& custom E for logo
+
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1234567 8 9 .! ? @ $ £¢ %& ½¼ § ©® *
V plan
copy writing
mix of plain & fancy
Aa Bb Cc Dd E+E=E e Ff Gg Hh Ii Jj Kk logo Evolve Travel
Ll Mm Nn Oo Pp Oo
& custom l for logo
alternative glyphs
newspaper advert
Qq Rr Ss Tt Uu
GO TO MARS WITH [logo] Holiday and work flights TO GET AWAY from home and work. 74 Crescent Road
Vv Ww Xx Yy Zz
bincoular tag
.!?@$£¢ %&
SEE IT FOR YOURSELF
½¼§ ©®*
012 34 56789
& custom E for logo
V plan
required character set
mix of plain & fancy
Aa Bb Cc Dd E+E=E e Ff Gg Hh Ii Jj Kk logo Evolve Travel
Ll Mm Nn Oo Pp Oo
& custom l for logo
alternative glyphs
newspaper advert
Qq Rr Ss Tt Uu
GO TO MARS WITH [logo] Holiday and work flights TO GET AWAY from home and work. 74 Crescent Road
Vv Ww Xx Yy Zz
bincoular tag
.!?@$£¢ %&
SEE IT FOR YOURSELF
½¼§ ©®*
012 3456789
& custom E for logo
at least 30 glyphs needed
VI ideate
logo sketches
VI ideate
letterform sketches
VII design
lowercase structure basics
VII design
lowercase structure basics
VII design
form structure groups
VII design
exceptional letters
VII design
exceptional letters
VII design
uppercase structure basics
VII design
form structure groups
VII design
form structure groups
VII design
form structure groups
VII design
lowercase spacing
VII design
lowercase spacing
VII design
uppercase spacing
VII design
uppercase spacing
VII design
ligatures
VII design
alternative styles
VII design
special characters
Outerland �per� meet
Outerland �per� meet
taking The Inland to outer space
the last name of Evolve Travel's founder
B
galaxy gravity-defying curves and exaggerated arms
K O O
spiral into space with this stylized bowl
unearthly tusan serifs
flights beyond the moon nova sunspot eclipse nebula orbiting ligatures that don't collide
space-warped alternative styles
you can't have space travel without stars
winged index
AaBbCc TUSCAN abcdefghijklmnoprs Aa�BbCcDd�Ee Ff GgHhIiJjKk
DIDONE
SPACE tuvwvyz?!*$£&….-–— �LlMmNnO�oo
PpQqRrSsTtUu
Vv Ww X xYyZz �fffifl ffiffl� ?!*£$&… . - – — §
ABCDEFGHIJKLMN NOPQRSTU V W XY Z
Stephanus Opera Evolve Travel 47 Crescent Road London BA7 7UB
� Check out these unique orbiting ligatures §
Cli�anger…we � offer ff waffles ffl and muffins ffi on our fin finest flights! fl
type
PAIRING
Outlerland Opera
hand in “hand” complementary forms like twins in the sky
Doves Type
VIII implement
logo roughs
T R AV E L
TRAVEL
TRAVE L
TR
L AV E
T R AV E L
VIII EVOLV E implement
final logo
VIII LV E implement
logo lockup
Mars Adventure Company
Give your dreams some space! what
how
We shorten distances & open possibilities
by thinking outside the box to visit the future & creating relevant solutions
why
Compartmentalization
Evolution
Human divinity
private & seclusion
change & complexity
secular & human agency/empowerment
Innovative technology
Design forward approach
Endless possibilities
Avant-garde
Cultured
Imaginative
bold & shameless
significant & versatile
creative & extravagant
Innovation
Aesthetic
Dreams
VIII implement
newspaper ad
EVOLV E G� TO MARS with
Holiday & business trips
TO GET AWAY for distance and privacy.
74 Crescent Road Your dreams dont fit in a box so why should we?
EVOLV E G� TO MARS with
what
how
We shorten distances & open possibilities
by thinking outside the box to visit the future & creating relevant solutions
why
Compartmentalization
Evolution
Human divinity
private & seclusion
change & complexity
secular & human agency/empowerment
Innovative technology
Design forward approach
Endless possibilities
Holiday & business trips
TO GET AWAY for distance and privacy.
74 Crescent Road
Avant-garde
Cultured
Imaginative
bold & shameless
significant & versatile
creative & extravagant
Innovation
Aesthetic
Dreams
Your dreams dont fit in a box so why should we?
VIII implement
billhead
EVOLV E Mars Adventure Company
Give your dreams some space!
74 Crescent Road IN VOICE NO. 143
PASS�NG�RS
SA��SMAN Williams
T�RMS NET CASH-Payable at our
BOOKING DATE
chauffeur to station x from station
what
how
We shorten distances & open possibilities
by thinking outside the box to visit the future & creating relevant solutions
why
Compartmentalization
Evolution
Human divinity
private & seclusion
change & complexity
secular & human agency/empowerment
Innovative technology
Design forward approach
Endless possibilities
Avant-garde
Cultured
Imaginative
bold & shameless
significant & versatile
creative & extravagant
Innovation
Aesthetic
Dreams
seating x commoner prestigious business private oxygen x basic premium customs x inorganic
2
SOLD TO
office within 30 DAYS.
August 27, 1895
insurance none x partial full premium
lodging commoner x prestigious business royalty
package wedding honeymoon birthday x explorer family
food & beverage x commoner prestigious royalty x libations
rentals cycle
childcare x none
Mr. & Mrs. Emmit Evans 13b Baker Street London, N21 2HN
TRAV�L DATE
learn 2 crater tour full terrain tour 1 cave excavation 1 lecture & debate observation sport 1 rock surf cricket croquet entertain 2 circus 2 spectacle
January 12, 1896
Sales Tax Down Payment Balance £
355.00 £ 7.10 362.10 150.00 212.10
VIII implement
binoculars
what
how
We shorten distances & open possibilities
by thinking outside the box to visit the future & creating relevant solutions
why
Compartmentalization
Evolution
Human divinity
private & seclusion
change & complexity
secular & human agency/empowerment
Innovative technology
Design forward approach
Endless possibilities
Avant-garde
Cultured
Imaginative
bold & shameless
significant & versatile
creative & extravagant
Innovation
Aesthetic
Dreams
VIII implement
shuttle
EVOLV E what
how
We shorten distances & open possibilities
by thinking outside the box to visit the future & creating relevant solutions
why
Compartmentalization
Evolution
Human divinity
private & seclusion
change & complexity
secular & human agency/empowerment
Innovative technology
Design forward approach
Endless possibilities
Avant-garde
Cultured
Imaginative
bold & shameless
significant & versatile
creative & extravagant
Innovation
Aesthetic
Dreams
david spears
School of Visual Arts
August 2021
Thank you!
gained knowledge › brand strategy & platform extensive type history expanded research methodology calligraphy basics negative space drawing › type design › Glyphs competency type specimen design introduction to Cinema 4D