TYPOGRAPHY FUNDAMENTALS
BY ANNA PATTY
DESIGN IS AS MUCH AN ACT OF SPACING AS AN ACT OF MARKING.
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— ELLEN LUPTON
INTRODUCTION This final process book is a compilation of typographical projects created during The Berkeley Extension’s Fundamentals of Typography course in the Fall of 2021. During the course of a few months, we explored type forms in detail, created a new typeface, learned the anatomical parts of type, explored methods of typesetting and studied the Swiss grid methods to create a final poster design project that incorporated many of the elements in this class. The importance of balance, contrast, negative and positive space is explored in detail as it relates to creating print that accomplishes a specific result.
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TABLE OF CONTENTS
INTRODUCTION
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LETTERFORMS + PROTO-TYPEFACES // POSTCARD
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TYPE ANATOMY INFOGRAPHIC PAMPHLET
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TYPE STUDIES // LAYOUT EXERCISES
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SWISS DESIGN // TYPE CLASSIFICAITON POSTERS
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MY WORLD IS BLACK AND WHITE. I LIKE STRAIGHT LINES AND CURVES, I AM HAPPY IN THAT WORLD. — Bruno Maag
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POSTCARD LETTERFORMS + PROTO-TYPEFACES // POSTCARD
PROJECT OBJECTIVE
The goal is to explore typefaces and start seeing letters as lines, shapes and forms that have been created like any other elements of design. By drawing and exploring typefaces at a micro level, you can see interesting compositions of letters. Finally we created nine letterforms of an original typeface within the given parameters.
PROJECT PROCESS
The target market is 20-30 year olds who love creative communication and are frustrated with the limited variety of unique postcards to give to friends and family. The postcard design will be focusing on type, layout and the general feel of Art Deco signs found in Oakland. Take inspiration from places that convey strong emotion and great design. I was inspired by the Art Deco buildings around Oakland. The metal work, strong geometric lines and intricate details convey feelings of power, opulence and sophistication. I took this inspiration and created 3 postcards. The final design reflects the opulence of what the historic art deco Oakland Paramount Theater which was built in the 1930s.
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PROJECT ONE
LETTERFORM MOCK UP
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Exploring type sketches with insipration from Aviner light type as the project’s starting point.
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INITIAL SKETCHES
Inspired by the Art Deco architecture in Oakland, CA. The Paramount Oakland Theater helped shape this postcard which conveyed the feeling of “OPULENCE.”
TYPEFACE POSTCARD DIGITAL MOCK UP
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PAMPHLET TYPE ANATOMY INFOGRAPHIC PAMPHLET
PROJECT OBJECTIVE
Introduce type terminology via an infographic with a focus on a target audience. Identify the structural aspects of type. Label the different kinds of strokes, junctions & negative spaces used to create letterforms. Identify a variety of differently shaped terminals and serifs. Increase awareness of letterforms, gain layout skills in hierarchy, negative space, focal point, color, and impact.
PROJECT PROCESS
The target audience is between the age of 22-32 who crave a good story while learning concepts. I used Harry Potter as the theme since it is a well-known story and one that would be familiar with this age group. I wanted to create a brochure that felt fluid. Opening the brochure would feel like going down a rabbit hole. The type selected was old fashion to mimic the story’s time period. The brochure contains the Harry Pottery Platform number 9 3⁄4 as background images. Hair lines were not used because it felt too cluttered; instead, I used color and descriptive text in close proximity to the anatomy of the character. The diagonal read of the pangram provided some movement while opening the pamphlet. The descriptive text inside the brochure mimics a cauldron and wand. The outside “the study of Garamond’s” text is meant to portray a train track and station platform.
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PROJECT TWO
TYPE ANATOMY DIGITAL MOCK UP
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TYPE ANATOMY PHYSICAL SAMPLE TRI-FOLD
TYPESETTING TYPE STUDIES // LAYOUT EXERCISES
PROJECT OBJECTIVE
Understand typesetting rules. Demonstrate accurate and aesthetically pleasing typesetting. Recognize how different type treatments and alignments require unique handling of type.
PROJECT PROCESS
The inspiration for my assignment was physical copies of Time Magazines I had at home. The article grids were clean and structured. The text column grid that impressed me the most were the justified articles—most did not seem to have any rivers. The rag right column grids varied quiet a bit—each beautiful in it’s own way. It got a little tricky to determine which right rag is “pretty” vs “not very pretty” since there was so much variation. The justified text was the most difficult to work with and make pretty. The helpful part of going through Time was seeing the hiearchy levels within each article and how the designers created space between the text so readers could have room to breath within a story.
PROJECT THREE
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TYPE STUDIES // LAYOUT EXERCISES MOCK UP
PARAGRAPH INDICATOR // MANUSCRIPT GRID INDENT
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PARAGRAPH INDICATOR // MANUSCRIPT GRID HANGING INDENT
PARAGRAPH INDICATOR // MANUSCRIPT GRID EXTRA LEADING
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PARAGRAPH INDICATOR // MANUSCRIPT GRID FIRST WORD
PARAGRAPH INDICATOR // MANUSCRIPT GRID FIRST SENTENCE
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TEXT //COLUMN GRID INITIAL CAP
TEXT //COLUMN GRID DROP CAP
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TEXT //COLUMN GRID FIRST PARAGRAPH
HIERARCHY // MODULAR GRID SCALE + STYLE 1 TYPEFACE FAMILY
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HIERARCHY // MODULAR GRID SCALE + STYLE 2 TYPEFACES
HIERARCHY // MODULAR GRID SCALE + STYLE 1 TYPE GRAPHICAL ELEMENT
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POSTER TYPE CLASSIFICATION POSTER
PROJECT OBJECTIVE
To research the Vox system, devised by Maximilien Vox in 1954 - the system groups typefaces according to their main characteristics often from a particular period in time. Also to research design using grids and to visually communicate the evolution of type to practice the principles of typography that we have studied so far in class.
PROJECT PROCESS
The target audience is between the age of 11-17 who has sophisticated taste and are drawn towards bright, fun posters. This audience appreciates vintage design and craves a more sophisticated look that is clean and modern. I used vintage Vogue covers as the theme since it a font that Bodoni is often associated with. Also, these vintage Vogue covers have a fun color palette. I played with the color placement lot. The original design was based on a white background which looked clean on a screen, however when mocked up on a wall, the posters felt a little flat. Ultimately, I decided to switch the color placement and make the background have a stronger color. The final mock up uses a strong background color which draws the eye in when hung on a wall. The information is organized in a grid with a few whimsical elements – such as the pop of a third color and a slightly off-centered letter on the left column grid.
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PROJECT FOUR
TYPE CLASSIFICATION POSTER BODONI
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TYPE CLASSIFICATION GILL SANS
TYPE CLASSIFICATION POSTER PLANTIN
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TYPE CLASSIFICATION POSTER MOCK UPS
FINAL PROCESS BOOK // ASSIGNMENT FIVE
CREDITS DESIGNER
ANNA PATTY
INSTRUCTOR TYPEFACE SCHOOL PROGRAM COURSE
VICTORIA ARRIOLA HELVETICA, HELVETICA NEUE UC BERKELEY EXTENTION PROFESSIONAL PROGRAM IN GRAPHIC DESIGN FUNDAMENTALS OF TYPOGRAPHY
ACKNOWLEDGEMENTS
Thank you to Ms Victoria Arriola and the students who created a rich learning environment.
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AP
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