PROCESS JOURNAL LETTERFORMS II / SPRING 2017 K AT H R Y N
D
W H I T E
INTRODUCTION The ideation, creation, development, and design process of the projects created in my Letterforms II class, in the spring of 2017.
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LETTERFORMS II
JOURNAL P R OJ E C T 1
DISCUSSION POSTER DESIGN
LETTERFORMS II
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PROJECT 1 / ASSIGNMENT REFLECTION
America, once known for its democracy,
on. They must believe in equality, freedom
freedom, and ability to embrace the
in the entire sense of the word, and the
differences of its people, is an ever
spirit of democracy. Our country is failing
increasing joke. While we still enjoy
because so many Americans no longer
many freedoms and opportunities that
embody the ideals of such. They rage war
others could only dream of, our country
against justice and equality, they riot and
and its reputation are at great risk. It is
kill to solidify their stance. Our nation’s
not at the fault of a president, or 2016
foundation crumbles at its core. Words
presidential candidates; the blame lies
turn to silence and an understanding of
on the shoulders of the American citizen.
differences becomes impossible. Dialogue
America was founded on the ideal of
is essential in the understanding of one’s
equality. it was created as a place where
perspective. Even a small conversation
any one could come to seek refuge.
can create a discussion on a national level
America was and is a melting pot, it is a
that rebuilds the trust that people have in
collection of ethnicity, gender, religions,
each other and that people have in our
languages, and backgrounds. America
country. Only we, the American citizen
has no face or singular identity other than
can make America great again. Creating a
that of a common desire of its people for a
poster that elicits this desire and initiation
quality life of opportunity and freedom. An
of conversation is not only an exciting
American has a duty to uphold the values
and challenging design assignment, but a
of the country they live in and represent.
responsibility as a citizen that hopes to see
They have a responsibility to exemplify
a truly great America.
the qualities that our nation was founded
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RESEARCH & REFLECT
In my research I focused on the style and methods of impactful social movement posters. I found a lot of inspiration in the ability of a poster to generate severe internal conversation after viewing it; and a poster’s ability to ingrain itself into the mind of viewer, making a real-life influence on them and their form of thinking and acting. I wanted my poster’s phrase to be highly impactful and generate that sense of internal conversation in the viewer once they had seen it. I focused a great majority of my research on the function of our current society and the core values as a nation so that my poster could emphasize the unity and acceptance of diversity that
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our country was founded on.
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E X P LO RAT I O N & S E L E CT I O N
After my research process I began
the roots of our nation’s development. I
exploring the ways in which I wanted to
wanted my poster to feel reminiscent of
convey my message. I experimented with
“better times,” nevertheless that these
several phrases and ways of depicting
times were filled with even more disease
them that clearly brought forth a message
and despair than we face now. It is easy
of unity and commonality in the country
for generations now to view the past as
despite supposed differences. I felt that
developmental and it reminds us of what
if this message of commonality was
our nation has overcome. I selected the
emphasized, discussion among people,
phrase, “Our differences are what make
even with varying views, would be
U.S. different,” from my massive list of
progressive and even easy when reminded
possibilities and began further researching
of our responsibility as citizen’s of the
vernacular aesthetic. I challenged myself
“Melting Pot” of nations. I also was lead
to combine a vernacular treatment with
towards a more vernacular approach to
a striking message and bold type that
the stylization of my poster in order to elicit
balances between a reminiscent and
a feeling of authenticity while referencing
modern aesthetic.
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SKETCHES /
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COMPOSITION & REFINEMENT
In first viewing my initial composition, I
decorative and essentially distracted
realized that I needed to place higher
from the poster’s message. I struggled
emphasis on the text/message of the
momentarily to balance the aesthetic
poster. I also realized that the ornament of
of the type while retaining its powerful
my poster’s design needed to more subtle
message and inevitably turned towards a
in order to accomplish this. I wanted to
more simplistic typeface that gave a break
use color in order to create this subtlety
between the moments of more decorative
of ornament while conveying the tone of
type. Overall, I feel as though my poster’s
the U.S.. I chose to use a darker navy
message was successfully emphasized
blue in combination with a deep coral red
with the high contrast between the color
with decorative, reminiscent white text.
of text and the poster’s background and
I wanted the poster to have a vintage
that my intended aesthetic is conveyed.
aesthetic and emphasized this style
Testing its success in a real life setting will
through a distressed texture incorporated
be insightful however, as I am not overly
into the poster’s border. I developed
confident in its vibrance or ability to stand
several type combinations that were too
out among the masses.
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Our
DIFFERENCES A R E W H AT M A K E
U.S.
different Discuss Commonalities, Discuss Understanding
OUR
differences ARE WHAT MAKE
U.S.
DIFFERENT Discuss Commonalities & Understanding
#DialogueFirst
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P R O D U C E & E VA LUAT E
After evaluating my poster and its presence, I felt that it needed to be more striking in order to draw the viewer in to truly absorb its message. After discussing how this could be accomplished, I came to the conclusion that the ornament needed enough visual emphasis that it would catch and hold a viewers attention when walking by. I reevaluated color and in thinking of the true message of the poster, I found myself thinking of the “golden rule” and the element of gold as a symbol of luxury and importance. I felt that its symbolism represented the luxuries we have in being a citizen of the United States and our country’s values of acceptance, diversity, and the spirit of democracy. I filled the ornamental elements of the poster with a gold-leaf texture and
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adjusted the hue of the blue background. The poster immediately took on a new form that I was incredibly satisfied with and that represented my poster’s message and visual goals as well.
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P U B L I C E VA LUAT I O N S
I presented my poster to strangers who
of respectfulness or politeness that is
had no previous context as to what its
required for progressive conversation.
message or purpose was. I presented it
insightful and allowed me to see that the
and backgrounds, in order to get a broad
purpose behind my design choices were
view and perspective of my poster and its
clearly and effectively conveyed to the
effectiveness in conveying its message.
audience. Having this conversation with
The feedback was very positive and
my poster’s audience enabled me to see
helpful. Ten out of the ten people I asked,
how essential unbiased feedback truly
understood the poster’s message and
is. In the future, receiving this feedback
imagery and stated that both were highly
throughout my design process would
effective. Viewers also found the high
allow my designs to be better directed
contrast between the colors to be helpful
towards my intended audience. Receiving
in conveying the idea of “opposing or
feedback from strangers will be an
contrasting views”. I received several
essential aspect to my design process
comments stating that the reminiscent
going forward.
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elegance of the imagery conveyed a sense
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The feedback I received was so
to viewers of different genders, ethnicity,
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“A N AT T E N T I O N G E T T E R & R I G H T TO T H E P O I N T ”
“ I LOV E T H E DA R K B LU E & G O L D CO M B I N AT I O N . T H E L I G H T A N D D A R K C O L O R S S U G G E S T D I F F E R E N C E S Y E T, W O R K I N G TO G E T H E R TO C R E AT E A B E AU T I F U L P I CT U R E ”
“VERY RICH & ELEGANT LOOKING. IT REMINDS ME O F A N E RA W H E N P E O P L E W E R E M O R E CO N S I D E RAT E A N D W E L L- M A N N E R E D ; A T I M E W H E N A L L S O R T S O F D I F F E R E N T P E O P L E H A D T O C O M M U N I C A T E V E R B A L LY & OFTEN FACE-TO-FACE”
“ WO R D C H O I C E A N D I M AG E CO M B I N AT I O N CO N V E YS M E S S A G E B E A U T I F U L LY & E F F E C T I V E LY ”
“ T H E D I F F E R E N T F O N TS & S I Z E S R E P R E S E N TS T H E DIFFERENCES IN PEOPLE & THE IMAGERY CONTINUES T H I S M E S S A G E . T H E D U A L M E A N I N G O F T H E ‘ U . S .’ A D D S A G R E AT D E A L O F M E A N I N G TO T H E M E SS AG E ”
“THE POSTER EMBODIES THE MESSAGE IT P R E S E N TS . I T I S V E R Y B E AU T I F U L & S Y M B O L I C ”
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LETTERFORMS II
JOURNAL P R OJ E C T 2
TYPE HISTORY EXHIBITION
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PROJECT 2 INITIAL REFLECTION
I always enjoy when I am able to design
ways of thinking in order to accomplish
for a platform that differs from standard
our common goal.
print or web outlets. Designing for an
Working with other designers forces you
exhibition is both challenging and exciting
outside of your comfort zone and allows
as it allows me to think outside of two-
you to create and develop ideas that are
dimensional design and poses new
pushed beyond standard barriers. I think
challenges such as viewer interaction.
that multiple minds are nearly always
I have never been opposed to group
better than one, when solving a problem.
career, I have found myself completing
completed together were also incredibly
all of the work because I have a higher
helpful to our creative process. It allowed
expectation for myself and the work that I
us to explore numerous rough options,
do. Being in a group with people that have
quickly and efficiently, while also opening
common interests and a common work
the door to possibilities that we would
ethic, is exciting and refreshing. I think that
not have discovered if not prompted by
in working with others you are exposed
this exercise. The process of sketching,
to different ideas and new methods of
then discussing, and refining collectively
working and designing. Working with Zach
through multiple sketching sessions,
Downs and Emily Johnson is exciting, as
allowed the ideation process to be unified
their work is generally quite different than
yet, organized. It was very successful and
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The quick sketch exercises we
mine. I find there to be a lot of potential in
a great starting place for not only a group
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projects but previously in my educational
how we are able to combine our different
project, but individual projects as well.
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EXHIBITION DESIGN RESEARCH
In conducting my research on exhibition
exhibit’s information isn’t enough. To create
design while quarantined in the house
a truly extraordinary user experience, the
with a 104 fever, while my class was on
designer must elicit an interaction between
the Speed Museum field trip. I first visually
the user and the exhibit.
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analyzed what I thought to be “good”
The concept of immersion came to mind.
exhibition design and found, Against the
The designer must capture the viewer
Odds: American Jews & the Rescue of
and envelope them in the experience and
Refugees (1933-1945). I then furthered
information displayed. This may be initiated
that visual understanding through reading
with striking, eye-catching visuals that
several designer’s blogs and articles on
create a sense of wonder, and then develop
what they found to be the most essential
a story that sustains the viewers attention.
elements of exhibition design. What I
In my research I was also informed that the
realized to be a universal theme was
use of patterns to create sequence, focus
the idea of a user’s interaction being an
of content, and avoiding over complexity,
experience. Simply being able to view the
are also key points to exhibition design.
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TEAM DESIGN PITCH
Our design team corresponded and
the Bauhaus and Swiss Modern Design
combined elements of our varied sketches
Movement, and chose to do so through
and ideas that we felt represented a well-
a red, back, and white color scheme and
rounded composition. We wanted our
gridded treatment of the layout. In order
design to be reflective of the modernity and
to balance the simplicity of our design, we
simplicity of San serif typefaces yet, remain
decided on a 3-D element that would be
visually striking in order to catch the
implemented into our title, in combination
viewers attention.
with a projected lighting effect. We felt that
We developed and implemented an interactive element in our design in order to
exhibition but did not away from its overall
elicit furthered interest in the exhibit.
visual integrity.
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The interactive slide element also helped
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this element created visual interest in the
Our group worked well to solve the initial
to maintain the sleek and minimal aesthetic
problems we encountered and we shared
of the exhibition design by allowing the
similar goals and visions for our design. Like
reveal of hidden information that would
the typefaces represented, we placed high
otherwise damage the simplicity of the
emphasis on functionality and a striking
design. We explored how to convey a
minimalistic aesthetic as the foundation for
stylization that was representative of
the development of our design.
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SKETCHES II /
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F I R S T- B U I L D F I E L D T R I P & W O R K I N G D A Y
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The class trip to First-Build was incredibly
As a group we continued to develop
fun and inspiring. It opened up many
our ideas and began creating our actual
new options as far as production for our
design. I created a grid on the layout of
exhibition design and future projects
the design that simulated a one foot by
alike. Simply being informed of the tools
one foot grid at full-scale, so that we
available to me as a designer allowed
would have a reference as far as spacing
myself to break out of my normal creative
and sizing of the individual elements of
process. This helped myself, as well as
the design. I felt that establishing this
my group, to better envision our final
sense of space was essential before
design and how we could incorporate the
really developing the design therefore, we
methods of production seen at First-Build.
made it a priority to first establish our type
It was our visit to First-Build that allowed
and image sizes. After printing to-scale
us to develop our ideas for our exhibitions
examples of our type for the exhibition,
3D title element. We felt that clean,
we furthered our exploration of how to
laser-cut letters would contribute to our
handle our space in an effective yet,
design’s simple and modern design.
exciting manner.
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WORK IN PROGRESS REVIEW
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In working to establish our design
We struggled the greatest at this point
structurally and visually, as well as how
however, to create balance between all
the viewer interacts with it, we felt that
of the individual elements and establish
striking simplicity was perhaps our motto
a clear hierarchy or sense of movement
throughout. We worked to develop this
through the exhibit. Juggling so many
theme in a way that remained interesting
different yet, equally important elements
and engaging to the viewer as we were
became difficult when dealing with such a
concerned that the simple aesthetic was
large amount of space. It was through our
perhaps, too simple. We worked to resolve
trial and error process that we were able
this issue by adding the red rectangles
to navigate through these issues and find
to emphasize the design’s structure and
visual balance. We found it most effective
add a pop of color. We wanted to create
to view the exhibition as we would any
enough “chaos” to break up the visual
other design and not allow its size to
monotony and add interest.
overwhelm us.
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VISIT TO UNIQUE IMAGING
Unique Imaging provided a heightened awareness of production possiblities for not only our final exhibition maquette, but also future high-quality production pieces for my portfolio. The quality of the pieces produced at Unique Imaging would also be ideal for my display for Portfolio day as well. I think that as a designer it is always important to understand the processes behind the production of your pieces. It allows you to better communicate with the producers of your product and also enables a true knowledge of the process, which
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fosters furthered ideation.
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P R E S E N TAT I O N O F 3 D P R OTOTY P E
We established a pretty solid starting
our design. We felt that the exhibition
point for our exhibition’s initial layout and
needed an element at the bottom that was
developed a more refined direction both
not essential to the viewer, but provided
visually and functionally after viewing our
some sort of visual texture that could be
first print out. In defining the entirety of
further explored if needed. It was through
the exhibit’s space however, we realized
this thinking that, in admittedly a last
issues of spacing, viewing distance, and
ditch effort the night before, we explored
interaction with the viewer. Since our
placing the alphabet in nearly each form of
exhibition detailed the history of Sans Serif
the individual typefaces. We felt that this
typefaces, we felt that the exhibit’s design
showcased the type forms themselves and
should also reflect the sleek, minimalist
with a reduced opacity, it did not take away
aesthetic of the typeface. With this, we
from the essential information above.
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momentarily struggled to achieve a balance
Our feedback after presenting to the
that conveyed refined simplicity yet,
class was very helpful and as a group we
remained visually striking and drew in the
felt confident in advancing towards further
viewer. It was through several adjustments
refining our design and content. It seemed
that we felt we had achieved this balance
that our extensive preliminary work was
and yet, we were left with an enormous
helpful in establishing an initial foundation
chunk of white space at the bottom of
for our design that we could build upon.
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3D PROTOTYPE /
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P R E S E N TAT I O N TO S O L I D L I G H T
As a student, I feel that it is always
transparent acrylic material may be best
incredibly helpful to receive insight and
for our title and timeline element. In order
feedback from professionals in the field.
to reduce the complexity of or exhibition’s
Ben Jett from Solid Light not only provided
setup, we also decided that placing red
a context of his world in exhibition design,
vinyl letters for the “sans serif” portion of the
but also gave valuable feedback on how to
title element, rather than the projected red
further our design’s success and impact.
letters, would still be effective, yet not overly
His review provoked some points in our
complicated to display or construct.
design that we reconsidered and resolved before creating our final product.
We also discussed the functionality of our exhibition’s interactive element and how
He expressed some suggestions
we could best indicate its purpose to the
regarding our title element that would
viewer. This issue was resolved with the
simplify the mechanics but would not
implementation of a white arrow on the red
reduce interest. Through discussion, it was
bar of the slide-out in combination with the
suggested that we also reconsider our
indication of a track for the pull-out to fill.
getting rid of the 3-D bar. With further
overall quite positive. Our peers had positive
discussion, we felt that the minimal bar
things to say about our design’s success
referenced a time span and helped to
and felt that it conveyed the aesthetic of the
separate the timeline information from the
typeface well. This style of presenting and
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Our feedback from the presentation was
title information above. We did conclude
receiving feedback was very helpful and
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timeline element and Ben even suggested
from the discussion however, that a
simulated a “real life” presentation.
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FINAL PRODUCTION
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The production for our mock-up was
Production of our mock-up was furthered
slightly complicated and frustrating but
with laser-cutting and vinyl-cutting our title
overall, highly rewarding. Sending the
letters. Once again, we met a new learning
final documents off to Unique Imaging for
curve but conquered the production tasks
production was perhaps the most difficult
by asking a few questions, reading and
task as there is always a learning curve
re-reading instructions, and a lot of problem
when working with a new producer. It is
solving. I found myself so thankful for my
interesting to learn how the production of
group members and realized I am ridden
your product truly works when put into
with OCD tendencies in comparison to
application. After a few bumps however,
their relaxed approaches. Our differences
the final piece was in our hands and that
are what made production easier and more
feeling of pride and excitement cant help
enjoyable as our contrasting characteristics
but to creep throughout your body as you
were equally essential to the process and
see all of your hard work in its final form.
our common goal. Learning and practicing
I didn’t even want to touch the panels for
with the equipment at First Build was
fear I would somehow damage them. I then
interactive and highly educational. I feel
remembered it was an extremely durable
that I am a better designer in knowing how
and resistant material and I couldn’t stop
to produce these elements and I have the
inspecting the product.
ability and access to do so.
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F I N A L E VA LUAT I O N , & R E F L E CT I O N
design was incredibly successful yet,
Our 3D title element is still very striking,
the greatest success of the project is
without the projected “sans serif” letters
not necessarily shown in the product or
and I feel still holds a high amount of
design itself. I gained an immeasurable
visual interest due to the material and
amount of knowledge, experience, and
the dual, overlapping message. We
skills in the preparation and completion
also chose to represent the time line’s
of this project with my group members.
expansion of time with thin clear acrylic
The extensive research and development
bar to relate it to the aesthetic of the time
for this project was an extremely valuable
line. Due to the access to double-sided
lesson that emphasized how essential it
material, we chose to make the back of
is to appropriately balance many different
the exhibit panels red and extended the
elements of a project. I also feel that I
alphabet texture used on the bottom of
am a better designer for knowing the
the front panels, onto the back as well.
history behind the typefaces and actually
We placed the characters at the perfect
applying that knowledge to the creation of
viewing height so that viewers who are
an informative design. I learned the value
interested in the individual forms of the
of communication and cooperation and
typefaces, may view them easily on the
also learned how essential the differences
back of the display. Adding the back of
among us are. I also gained technical
the exhibition added the final element to
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design proved, I feel, to be the right ones.
skills such as designing for a large space,
the design that truly made it feel complete
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The final mock-up of our exhibition
user interaction and engagement, and the
and refined, despite the fact that it was a
knowledge and skill to produce elements
last minute decision. The bold red added
at First Build for our design.
substance that created a more unified
The changes made to our exhibition
and powerful design.
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F I N A L M O C K- U P / FRONT
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F I N A L M O C K- U P / BACK
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PROCESS
LETTERFORMS II
JOURNAL P R OJ E C T 3
SELF-DIRECTED PROJECT
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I D E AT I O N & S E L E CT I O N O F F I N A L P R OJ E CT
When given the opportunity to choose
felt that it displayed developed technical
the direction for the final project of
skills and attention to detail. When
the semester, I felt challenged to take
combined with a purpose or motive for
full advantage of the situation. The
its development, it also displays a strong
greatest feeling however, was liberation
ability to embody a concept in something
and excitement. The open- ended
even as simple as a set of letters.
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question of what I was to create for
I felt that Louisville’s evolving
the final project sourced a great deal of
identity was the perfect outlet for the
motivation and inspiration to complete a
development of my typeface. The city
project that I felt would be a great asset
itself is undergoing a merging process
to my portfolio and would assist in the
between the old Louisville known
practice and development of a design
for horse racing, bourbon, and its
or technical skill. While the project had
semi-southern culture, and the new
to, of course, deal with the “letter form”,
Louisville that features hispters, foodie
I found myself having an incredible
culture, art, and modern architecture.
amount of fun brainstorming of how I
The combination makes for an
could make this project both unique and
eclectic idenitity unique to the rapidly
exemplary of ability. I decided that the
developing city and one that I wanted to
development of a typeface would be an
encapsulate in the development of my
excellent addition to my portfolio and
typeface and its supporting materials.
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RESEARCH & SKETCHING
I started my reasearch process by
order to be truly influenced in the creation
completing visual research of Louisville to
of my typeface’s structure. In light of this,
first establish a visual identiy for the city
I decided that sketching a few of the
that encapsualted the development of its
different sources of my inspiration would
overall image. I felt that the architectural
be the most effective method.
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elements of the city withstand the elapse
The combination of Louisville’s uniquely
of time and the evolution of culture
old and new aesthetic that contributes
firsthand and would be an excellent source
to its overall identity was initially difficult
of inspiration. The city of Louisville features
to conceptualize in the form of a letter.
old buildings with ornamental engravings
While I felt that my research was extensive
carved from their facade that are
and highly informative, I still found myself
contrasted by sleek structures with walls
wondering how I could bring together
of glass that exemplify modernity.
such strikingly contrasting elements. I
While viewing these different images,
started by simply studying the lines of the
I felt that simply looking at them was not
forms created in my research sketch and
enough. I needed to somehow internalize
attempting to combine different elements
the forms that created the city’s skeleton in
in a way that felt true to the city’s identity.
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DEVELOPMENT OF TYPE DESIGN
Once I overcame the initial struggle to
this combination of old and new without
define the direction of my type’s form, I
leaning too heavily towards one or the
continued to develop and revise the letters
other. I opted for a generally sans serif type
of its alphabet. With each progressing
form that features a decorative structure
letter I would discover another issue or
on each letter that references a structural
challenge that promted further development
combination of the Church Hill Downs
and refinement of the overall structure.
Spires and the linear qualities of the new
It felt for a while as though I was simply
Lincoln and Clark Bridges. The small angled
working in circles however, I realized that
curves that connect some of the letters
the tedious process was likely part of any
reflect the bridging of the city’s evolving
typeface development. The quanitity of
culture and identity between the classic
letter forms makes the lengthy development
and eclectic Louisville of today. Creating
and revision process necessary in order to
uniformity in each letter was difficult at this
create a design that is cohesive, unified,
stage and any minor adjustment had to
and resolved, visually.
be continued to each individual character.
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I explored many different letter forms
I found myself disatisfied with certain
in search for one that most effectively
characters and spent an outrageous
displayed the blend of Louisville’s visual
amount of time adjusting, altering, and
idenities. I wanted the letter forms to convey
refining each letter.
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DEVELOPMENT OF POSTER & POSTCARD
I decided at this stage on the additional
they could view the typeface from a more
design elements that would display the
personal perspective.
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typeface I had decided to title, “Lou”,
The color scheme and imagery was
a name representing the new age of
used for the project’s poster and postcard,
Louisville. I began developing the design
intended to further reference the combined
for the typeface’s poster as well as an
aesthetic of the city through the rich, deep
accompanying postcard. It was my goal
tones of the maroon color with pops of a
that these additional materials conveyed
bright, modern peach color. The illustration
and enhanced the message and purpose
of the city is seen from a perspective
of the typeface they displayed. I felt that
that looks through the newly constructed
the typeface needed some context in
bridge to see the cluster of tall buildings
order to give viewers direction as to what
and bright lights characteristic to the
it accomplishes. A poster has a large
Louisivlle skyline. I felt that this perspective
scale message that would display the
hinted at the combination of old and new
detail of the typeface while the postcard
and the evolution of a new era for the
would reach viewers on a closer level and
cities identity.
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REFINEMENT & REFLECTION
The refinement of the typface’s characters
setting, I now see how essential personal
continued even after the poster and
projects can be when a designer feels stuck
postcards’ designs were completed. At this
or suffering from a creative block.
point it became mildly gruesome. I decided to extend the width of the characters slightly
refreshing as it too switches up the normal
and resolve some of the characters that I felt
design process and fosters new ideas.
were just not “right” yet. The “g” was perhaps
Perhaps this is only true for myself, but even
my greatest enemy initially but once resolved,
so, I learned a great deal about myself as a
was one of my favorite characters. The final
designer and how I work when not prompted
forms of the letters made the effort far worth
by a set schedule. I also realized that
while. I truly feel that the poster and postcard
interrupting the monotony of a process can
heightened the success of the typeface and
be highly beneficial and enlightening in one’s
the elements appeared unified with a strong
creative development.
sense of the intended aesthetic.
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This project and the process is easily on
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I think that the flexibility in process is
I felt that the challenge of creating my own project and timeline was essential in
of my favorite so far. I felt that the limitless
establishing an understanding of my personal
possiblities opened a creative doorway in my
creative process. I think that having self-
mind that is at times, stifled by instructions
directed projects in your portfolio also display
or restrictions. While I understand and fully
your independent thinking and highlight your
accept that this is the norm in the agency
ability to think critically and creatively.
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66 LETTERFORMS II
LO U F I N A L T Y P E F O R M S /
LETTERFORMS II
LOU TYPEFACE
/
D E S I G N E D B Y K AY T I E W H I T E
A T Y P E FA C E E M B O D Y I N G T H E A E S T H E T I C O F L O U I S V I L L E ’ S T I M E L E S S
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S O U T H E R N C U LT U R E & M O D E R N E C L E C T I C I D E N T I T Y, T H AT C O L L E C T I V E LY C R E AT E T H E U N I Q U E N E W L O U .
A T Y P E FA C E E M B O D Y I N G T H E A E S T H E T I C OF LOUISVILLE’S TIMELESS SOUTHERN C U LT U R E & M O D E R N E C L E C T I C I D E N T I T Y, T H AT C O L L E C T I V E LY C R E AT E T H E U N I Q U E
TYPE FACE
NEW LOU.
LOU TYPEFACE D E S I G N E D B Y K AT H RY N W H I T E
FRONT OF POSTCARD
BACK OF POSTCARD
LO U T Y P E FA C E P O S T E R & POSTCARD /
LETTERFORMS II
JOURNAL ENTRY
DESIGN IS THINKING MADE VISUAL
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-SAUL BASS
LETTERFORMS II
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CREATED
&
DESIGNED
KATH RY N
D
WHITE
BY