Luiza Coulaud FINAL

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a study on branding typography

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by Luiza Coulaud

ABEL LAB LL E

a study on branding typography

COMD 204 project 1: type safari luiza coulaud

Publication Š 2020 ECUAD All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted in any form or by any means without prior written permission of the publisher.

Typeset in: Gibson.

Design & Editing by Luiza Coulaud

Table of Contents

SANS-SERIF TYPEFACES Grotesque Neo-Grotesque Geometric

SCRIPT TYPEFACES Formal Script Casual Script

SERIF TYPEFACES Transitional Didone Clarendon

4–9 4–5 6–7 8–9

10 – 13 10 – 11 12 – 13

14 – 19 14 – 15 16 – 17 18 – 19

Š Glossier

spurred G

6

ROTESQU

Grotesque

SIER GLOS S S LO

G

R SSIE GLOS S LO

R IE

SANS-SERIF minimal stroke variation early 19th century rationalist axis bold italic mixed case

typeface: Aperรงu

LOSSIER RG G IE

7

© Apple

8

AP

AP E L

P PL E

typeface: San Francisco

EA PL

E

A

LE A

PLE APPL

A

SANS-SERIF very minimal stroke variation mid 20th century vertical/rationalist axis bold LE P P uppercase

PP

EO GROTESQU

Neo Grotesque

9

PPLE AP P

© Nike

10

EOMETRI

N

NIKE NIK

E IK

E IK

N

IKE NIK E

typeface: Futura

N

KE NI

SANS-SERIF no stroke variation no axis oblique uppercase

EN IK

E

Geometric

11

NIKE NIK E

© Cartier

12

the letters are connected to IERall T one another. C R

ARTIER

CA

SANS-SERIF very high stroke variation diagonal/humanist axis roman mixed case

C TIER ARTIE AR

RC E I

typeface: custom drawn

R

ORMAL SCRIPT

Formal Script

13

CA

RTIER C A R T

© Disney

14

SANS-SERIF high stroke variation diagonal/humanist axis roman uppercase

DI NEY SNEY S DI

the letters are not connected to one another. D

typeface: Waltograph

D

S DI

Y DISNEY NE IS

ASUAL SCRIPT

Casual Script

15

Y DISNE NE Y IS

tall x-height

lacrimal terminal

ŠKate Spade

bracketed serifs

16

TRANSITIONA

D

E

SERIF decent stroke variation mid 18th century verical/rationalist axis roman lower case

K

AD E SP E KAT AT

DE A P

typeface: ITC New Baskerville

E

KATE SP A

Transitional

17

ADE KATE S SP

© CBS

18

IDON S CBS CBS

B SC

C CBS BS CB S

typeface: CBS Didot

S CB

BS

SERIF very high variation between thin and thick strokes mid-late 18th century verical/rationalist axis roman uppercase C

BS

C

Didone

19

CBS CBS C

B

bracketed serifs

© Playboy

20

OY PLAYBO B AY

P

OY PLAY B

LARENDO

SLAB-SERIF some stroke variation 19th century verical/rationalist axis uppercase

YB LA

Y

Clarendon

typeface: custom drawn

21

YB PLA OY PL OY

Label A study of different type classifications, based on different brand identities.

Type Safari COMD 204: Typographic Communication Summer 2020