EL LABE LL
AB L L
L
a study on branding typography
BE
L
AB EL L EL LA AB
E AB
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