LetterformsII Journal

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

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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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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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SKETCHES I /

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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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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 /

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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