Sam Lane
Extended Practice
OUGD603
Typecast
Background
Tone of Voice
Graphology is the pseudoscientific study and analysis of handwriting, especially in relation to human psychology. Typography is almost always designed by typographers for the public to use, which makes sense, but what would it look like if the typeface was designed from a specific persons handwriting Is it possible to create an organised and consistent typeface based on human handwriting and a reflection of unique personalities?
The Target Audience isn’t really relevant for this experimental project, as far a data collection goes, it needs to be randomly collated. As far as the project goes itself, it would most likely appeal more to people in the creative industries, particularly designers. The tone of voice will be decided on the chosen subjects, and reflected through the type itself and the chosen deliverables.
Brief
Deliverables
Typecast is an experimental service, which collates and collects various pieces of data. Including an analysis of personality traits through human handwriting, in order to create a functional and structured varied set of typefaces through the use of structured grids. The experiment will begin by gathering information from members of the public and entering it into a database from which the work will be generated. This information will be placed within a set of strict guidelines and logic based around personality and typography in order to create multiple outcomes
- 2 Fully Functioning Typefaces, including all special glyphs. - 2 Type Specimen Booklets & Extended Printed Ephemera - Posters that show the Typeface working in context - A set of Stencils, to be used to re-create the typeface by hand. - A Website that supports the concept and displays the outcomes.
01/10
Extended Practice
Sam Lane
01
Reference
OUGD603
Typecast
02/10
Wim Crouwel & Grids
Back to Basics
A big reference for this brief would obviously be legendary typography, Wim Crouwel. Looking at his previous typefaces and how they are built up using specific grids is the right place to start researching and referring constantly throughout the project, in order to get sustained results. We’ve also been doing a lot of research into existing Typographical Grids that are relevant to the kind of typefaces we are looking to create, as well as developing out own unique grids, based on this research.
It is also important to refer back to basics and how traditional typographer would create full typefaces and that is by hand. It’s important for us to be able to hand render the typeface before we even think about creating it digitally. Research was taken out by watching multiple documentaries on traditional typography such as the Helvetica Documentary and the Linotype documentary (both shown above)
Extended Practice
Sam Lane
02
Research
OUGD603
Typecast
03/10
Graphology
Contemporary Vs. Traditional
We did a lot of research into Graphology which is a pseudoscientific study of handwriting. Through analysing handwriting, it is possible to create a practice for inferring a person’s character, disposition, and attitudes. We looked at how we can decipher the handwriting by looking at certain traits within it such as size, slant, pressure, loops and baseline. This helped up then go onto develop specific typefaces from this.
We looked at a whole range of existing typography and type specimens. As part of primary research, we visited Design Manchester which we got to listen to a talk by Colophon, a contemporary Type Foundry based in Brighton. It was really interesting listening to their process of generating typography, and we even got to ask them a couple of questions afterwards. As well as contemporary practice we took out case studies on revolutionary typefaces such as Helvetica in order to gain a greater understanding of developing a typeface in a more classic sense.
Sam Lane
03
Extended Practice
Brand Guidelines & Data Collection
OUGD603
Typecast
Name & Concept
Data Collection Material (Primary Research)
The name ‘Typecast’ was derived from a few different meanings. The first one being that we are literally ‘Typecasting’ a person through analysing their handwriting and personality. The Second is obviously a play on Typography, and the filled/outlined logo reflect this. A secondary logo was create as a ‘stamped’ brandmark, to be used where appropriate.
The data collection material was carefully designed and thought through so we could most importantly get the relevant information, but also so the layout is easy to navigate, whilst also looking professional. We asked questions about peoples personality and personal details which would be relevant to the generation of the typeface as well as personal questions such as “favourite gig” and “favourite film”. This will help us create deliverables for the type specimens later on.
Colour The colour Scheme for the initial branded material we chose to be white, with separate shades of Green. We did this to give the products a medical aesthetic, we wanted the data collection to intrigue people whilst also looking very formal and legitimate.
Data Collection (Grids) The second part of Data Collection was made up of a Grid where we asked them to write “A quick brown fox...” as well as some singular letters. This is the most important part of the data that we will analyse in order to create the eventual typefaces.
04/10
Extended Practice
Sam Lane
04
Development
OUGD603
Typecast
Collecting Data
Grids & Hand Rendered Type
We used Carbon Copy Paper to Collect the data which meant that when the subject wrote onto the paper their handwriting was transferred through, straight onto our grid for analysis. We used a checklist and rule book which helped us to categorise the handwriting into certain characteristics, through our extensive research. This was sort of counter-productive as the carbon copy didn’t quite work as well as we wanted but in the end we still got the information we needed.
We generated grids which related directly to the style of our typeface. For example, the subject I was working on had very rounded letters, which were also bold, which meant the grids I was working on needed to be made up of circular shapes interlocking. We used these grids to generate our type, by hand initially. We went through a number of different stages actually sketching the type out before we was comfortable to then take these ideas to digital.
05/10
Extended Practice
Sam Lane
05
Krowen Bold
OUGD603
Typecast
Name & Form
Letterforms
Krowen Bold is one half on the result of this experiment. The name relates directly to the form of the typeface. As the typeface is swiss influenced, this name will help categorise it making it easier for distribution, when we sell the specimen on Ten Dollar Fonts. The letterforms in the name also show off the general style and ‘quirks’ of the typeface, so written down, this helps sell the typeface like this.
You can see the letterforms working as a set. They all follow the same angles and basic shapes to make up the typeface and this reflects in the set. They are quite organised and structured, but have a playful edge to them, which is a reflection of the chosen subject and how their personality has influenced the decisions made on the structure of the typeface. I still think the typeface could do with some work looking back on it with fresh eyes, some of the angles are off and ultimately make the typeface look unbalanced in some areas. \
06/10
Sam Lane
06
Extended Practice
Type Specimen Sheets
OUGD603
The basic stationary range includes a letterhead, invoice, compliment slips and envelopes. It’s important to keep a professional edge, whilst also maintaining the bold character of the brand. I chose to use the green as this was the favourite colour of the subject it was based on.
Typecast
07/10
As well as the basic range of stationary, further products have been created for the brand. A compact Disk which contains a showreel of the Adventure Films brand will be printed in a larger quantity and handed out to potential clients along with the limited edition ‘ticket style’ business cards which again will be used as creative promotion.
Sam Lane
07
Extended Practice
Type Specimen Booklet & Custom Stencils
OUGD603
Typecast
08/10
Layout
Stencils
A Type Specimen book was created to be different to others previously seen. As the typeface is based off of personality traits within a human, I wanted to reflect this through the layout and copy. The Layout was quite experimental to represent the playfulness of the typeface. I used different sized leaves bound them together with an acco fastener. The copy throughout the book is quite tongue in cheek, again to help show off the playful personality of the typeface. I’m not 100 percent happy with the craft of this, I feel it could be better, but ultimately happy with the concept and application.
A set of acrylic clear letter stencils were created which are included in the specimen pack. When the person receives the Specimen, they can straight away get hands on with their typeface, even if they are not a designer or near a computer. This helps bring back the playfulness of typography, in a very child - like way, but still reinforces the look and feel of the typeface.
Sam Lane
08
Extended Practice
Krowen in Context
OUGD603
Typecast
Supporting Material
Typeface Form
A separate collection of printed deliverables was also created to help show the typeface in context, but also be personal to the subject it is based upon. As an example, this particular subject stated that their favourite gig was ‘The XX in Leeds’ and their favourite film ‘The Social Network’. Posters were made for both of these, both typeset in Krowen. This helps link our initial concept with the final outcome in the most appropriate way. It is literally that person in a poster, in a typeface.
Some of the posters and material created was slightly more abstract such as the circular pattern at the top. This is to symbolise the shapes used to create the typeface, and this then is carried into some of the promotional posters too.
09/10
Sam Lane
09
Extended Practice
Web Presence
OUGD603
Typecast
Website
Type Generator
The Typecast Website allows people to get involved with the experiment if they wish too. The layout is shown on the left. As we are working with Type and Grids, the layout for the website closely resembles the layout used across print. This helps bridge the gap and keep the visuals consistent. The branding also runs across Social Media, to help keep the brand image consistent.
Built into the website is a ‘ Type Generator’ which user can physically interact with using the cursor or their finger, if using touchscreen devices such as an iPad. The idea is that the shapes that make up the typeface help users learn the structure and grounds of the typeface whilst also having a bit of fun trying to spell out different words, or even creating their own typeface.
10/10