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MODULE ASSESSMENT BRIEF

LEEDS COLLEGE OF ART

Programme Title: BA (Hons) Graphic Design

Level: 6

Module Title: Extended Practice

Module Code: OUGD603

Brief Title: Graphology

Module Leader/Tutors: Amber Smith,

Collab w / Abbas Mushtaq

Andy Lodge, Simon Harrison, Phil M

Module Credits: 60

Weighting of Brief within Module: 100%

Context "A real typeface needs rhythm, needs contrast, it comes from handwriting, and that's why I can read your handwriting, you can read mine." – Erik Spiekermann, Helvetica, 2009 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 if the public designed the typography themselves? What would it look like? Is it possible to create a organised and consistent typeface based on human handwriting and a reflection of unique personalities?

Brief Graphology 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 grids. The experiment will begin by gathering information from members of the public and entering it into a database for which the work will be generated from. This information will be placed within a set of strict guidelines and logic based around personality and typography in order to create multiple outcomes. This experiment will work both physically and digitally, allowing much larger scope for a more varied demographic to get involved. A Typography specification book will be created for each typeface, which will also be showcased, online and through print packages. Use of Social media in conjunction with our website will allow people a more immediate result, making them more inclined to get involved and to help create a ‘buzz’ around the experiment whilst in turn, generating a much larger database of information in order for us to create results from. Each typographic solution will be relayed back to the client – long-term this process could involve payment from the client and be financially valid.

Preparation/Research suggestions Research into Handwriting and Personality Traits. Research into Tests and Experiments already done. How can we build on this and use similar tests to help generate the typefaces? Research into typographic grids and evoking emotions and visual presence through letterforms. Interactive forms and systems will have to be created in order to collect a lot of the physical results, such as human handwriting. This will have to be branded with our experiment name to make people want to get involved and create a sense of professionalism.


Evidence – for this project students should submit A range of Type specimens and visual experiments with typefaces+ a range of interactive print based collateral in order to gain and analyse data. A website showcasing the concept, scientific breakdown and artwork created to emphasise a presence. Visual identity through print and web for the project and all client correspondence. Ongoing research and design process documented.

Briefing: Monday 30/09/2013

Deadline: Thursday 18/01/2014


Graphology