SCYTHE
CONTENTS
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The Problem
Development
16 Specimen
Research
Evolution
20 Mock-up
Concept
Solution
26 Citations
Harvest Records has many issues with not only their original typeface but, many typefaces they use. The first main problem that I discovered is the complex, pixelated typeface that is used for their signage and to title their website. Since logos or company typefaces are usually used on multiple different surfaces along with many different sizes, the text should be kept simple and scalable. Harvest has odd blocked text that will end up looking like a mess of dots when sized to fit a mug or a sticker. An extremely important factor that is missing from their current typeface is that it is pretty much illegible. How will they communicate to their viewers is they are being represented with something that cannot be read. Since the main typeface for their company is so complicated, they are forced to used other random typefaces for their merch and other small branded items.
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One very crucial part of creating type for a company is learning everything you can about their business and what they want to represent. I found out that Harvest Records is so much more than just a record shop! Not only do they supply vinyls but also CDs, Cassettes, Stereo equipment, Books, and DVDs. They also play a large role in the music community as well. Harvest promotes and hosts many concerts that take place in the Asheville area. Overall, their main goal is to not only supply their customers with the music they love but, to also help people discover other styles and genres. All of this information end up benefiting my type design and typeface name.
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To begin the designing phase of this project, I first began to sketch the same letters multiple times. I mostly focused on the letter H and R being crucial to the company’s name. The initial style I was attempting was very rounded and bold. Earlier in my process I really dug into the 70s retro style because it matched the aesthetics of the record shop itself. Mainly focusing on the negative space of my sketches, I began to experiment with unique but legible letters. Throughout this process I began to get a better idea of what my overall concept was going to include. As a permanent decision I wanted the final typeface to be functional to be functional, bold, and unique.
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Once I started to reach the shapes that I was striving for, I had a lot of editing to do within each character. Originally I struggled with the space inside of the B, R, and K. The first design I came up with made the it look like there were two characters stacked on top of each other. In order to combine shapes and create a single character, I pulled the negative space further into the character.
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As you can see, the final characters that I ended up with changed significantly from my initial sketches. In order to get to the solution I had to find a way to combine a unique, rounded style along with a straight, functional style. There was also a lot of altering not only within the characters but, all around them as well. By laying out words or sentences I was able to see how the shapes and negative space of each character effected one another. There was also the important matter of creating consistency within the entire type specimen.
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After all these different technicalities were worked out, I was able to create an eccentric yet legible typeface to better unify Harvest Records and what they do. This is a typeface that can be used on multiple surfaces and can be scaled without losing legibility. Even though I simplified Harvest Record’s typeface, there is still a sense of character and originality that speaks well for their company. Overall, this experience has been very challenging but, pushed me to see the importance of type and how it works within a business and a community.
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HARVEST RECORDS 15
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CITATION https://www.harvest-records.com/ https://unsplash.com/ https://smartmockups.com/mockups/
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