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Concept Research Inspiration Testing Forms Process Troubleshooting The “S” Title Characters Product Examples Works Cited
When coming up with a concept, I became fascinated by the idea of brands that were so famous that a simple image, such as a logo (for example) could tell someone exactly who a brand was. It was my goal was to take this to a new level. My idea was to create a body copy typeface for a famous company (Budweiser), that could be used for brand identity. Namely, whenever someone viewed the typeface, they would automatically think about the Budweiser brand, which would then increase their recognizability.
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To develop my concept, I focused my research on Budweiser’s “feel;” what made them “Budweiser,” per say. I noticed they had numerous symbols that represented them, such as their famous red and white color scheme. What really caught my eye was that they had managed to turn an entire breed of horse into their own symbol. If someone says, “Clydesdale,” you think “Budweiser.” Using this knowledge, I decided my typeface would embody the “timeless Americana” essence the horses stood for.
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My main inspiration for the typeface I took directly from the Budweiser “B,” with references to Futura (a classic American typeface). My idea was to take the double bars of the “B” and incorporate it into my majuscule letterforms, creating sturdy and geometric letterforms that can be identified easily, while also not being overly stylized. I wanted the typeface to be able to have it’s own identity, but not to take away from the actual Budweiser logo (since this is supposed to be used simply for body copy).
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To find my form, I began studying different typefaces that I felt best reflected my desired outcome, such as Bodoni and Didot (this was later switched to Futura). At the same time, I studied the shapes of Budweiser bottles and began to create forms based on those shapes. I also used this process when dealing with the Budweiser “B� and the hexagonal shape that is part of their logo. I then began combining all of these elements and started to test them in various letter forms.
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Throughout my process, there were a few things I made sure to keep at the back of my mind while creating letterforms; I needed a typeface that would pair well with script, I needed it to be legible no matter what point size, and I needed the letterforms to all have the same widths. I also had to continue to remind myself not to overdo the letterforms; I struggled with trying not to make them too “stand alone.� Again, my end goal was to create a body copy that was distinct, but not distracting.
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My process itself was simple enough. To begin, I started with one of my core letterforms, the majuscule “B.” Because my typeface’s main influence was the Budweiser “B,” I felt it was very important to start with the same letterform, and then build off of it. All of my letterforms are connected in some way to each other, which includes my numerals and symbols. The pieces I used to create my “B” were incorporated into my other letterforms, incorporating everything from width size to the length of the serifs.
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I did run into a couple of issues while creating my letterforms, the main issue being how to create the “B.” At first, my attempts always came up short. They were too tall, too thin, or their widths were too varied. Eventually, I found a form that I was satisfied with, which allowed me to move onto my “problem” minuscules. At first, most of my minuscules were basically a simple stroke with a circle attached (like p and b). Ultimately, I ended up basing their bowls off the majuscule B; further unifying my letterforms.
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Conquering the majuscule and minuscule “S” was another job unto itself. One of the last forms I ended up creating, this letter gave me numerous issues, the biggest being simply keeping it the same width throughout its entire form. It didn’t really follow any of the rules that the other letterforms did, so I also had to battle to try to keep it uniform. To create the “s” forms, I decided to use pieces of the minuscule “c” in order to create the minuscule “s,” while the majuscule “S” was taken from the majuscule “C.”
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I went through several different titles before I decided to name it “Hoppin,” with some being a bit more...alternative than others. Keeping with the theme of hops, (the plant that beer comes from) one of my friends suggested the names “Hopvetica” or “Hop Scotch,” which became “Hoptura.” My Mac also suggested the name “Budweiser Hell,” when it crashed while I was typing out “Budweiser, Hello” to test my letterforms. Hoppin’ won in the end due to its ties to a song by Lil Mama and studio memories.
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