SVA Artist Residency: Building Brands With Type

david spears

School of Visual Arts

August 2021

artist residency

Building Brands W ith Type

instructors Matteo Bologna Paul Shaw Cyrus Highsmith Dan Rhatigan Ksenya Samarskaya Joe Newton

I brief

t he s pac e c ompa ny is a travel agency for families or business people interested in vacationing to or with business interests on Mars. This is a dynamic company that was founded

by Stephanus Opera (Steve Jobs in Latin) in the year (choose a time period). Thanks to some innovative technology and out-ofthe box thinking, Mr. Opera’s company was able to launch the first manned spaceship to start a colony on the Moon and just shy of 20 years later their first vessel landed on Mars kickstarting the first space travel company in history.

II research

time period

Victorian Era (1837–1901)

insight i Previously, residential space was adjacent to or incorporated into the work site, virtually occupying the same geographical space. In the Victorian era, English family life increasingly became compartmentalized. The concept of privacy became a hallmark of the middle-class life.

insight iii insight ii With Charles Darwin’s writings Those who called themselves about evolution, the proof of “freethinkers” and “secularists” stood in opposition to the God’s existence that said he had institution of the Church, and to exist to have a marvelously the literal belief in the Bible. complex world was no longer Their beliefs were centered on satisfactory when biology the concept that people could demonstrated that complexity understand the world through could arise through evolution. consideration of nature.

III strategy

renaming

The Space Company

Evolve Travel

III strategy

brand platform

essence

Discover your dreams

promise

what

how

We shorten distances & open possibilities

by thinking outside the box to visit the future & creating relevant solutions

position

Compartmentalization

Evolution

Human divinity

private & seclusion

change & complexity

secular & human agency/empowerment

secret sauce Innovative technology

Design forward approach

Endless possibilities

personality

Avant-garde

Cultured

Imaginative

bold & shameless

significant & versatile

creative & extravagant

Innovation

Aesthetic

Dreams

values

why

III strategy

audience

“here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes…the ones who see things differently—they’re not fonds of rules… You can quote them, disagree with them, glorify them or vilify them, but the only thing you can’t do is ignore them because they change things…they push the human race forward, and while some may see them as the crazy ones, we see genius, because the one who are crazy enough to think that they can change the world, are the ones who do.”

—stephanus opera, 1997

III strategy

personas

persona i

persona ii

persona iii

freethinking collector

agnostic scientist

nonconformist shoppe keepers

Emmit & Hannah

Simeon

William & Clara

he: educator

he: scientist

he: run watch shoppe

she: housekeeper

hobby: musical drama & circus

she: cleans shoppe & cares for home + children

hobby: collecting rocks & bird watching

reaction to darwin: validates his belief that God is not the sole reason for biological complexity

hobby: teaching Sunday school

reaction to darwin: has grown skeptical of the need to attend church regularly mixed travel: leisure (collecting rocks + relax) & business (writing for journal article)

business travel: traveling with a team of scientists to study life on Mars

reaction to darwin: validates their belief that God is responsible for biological wonder leisure travel: taking children on holiday

III strategy

journey map

uncovering touchpoints

What’s Emmit user experience with Evolve Travel? i: Discover

ii: Inquire

iii: Book

iv: Commute

iv: Travel

learns about Evolve

goes to the shoppe

returns to the shoppe

day of travel

on the spaceship

advertisment newspaper ad guerrilla environmental poster flyer

shoppe environmental signage interior signage wayfinding schedule board business card billhead uniform brochure

welcome kit what to expect (folder) ticket pack list calendar sticker binoculars dopp kit & baggies housing

travel to station vehicle luggage tag uniform

station environmental signage interior signage uniform

flight shuttle uniform food packaging souvenirs

III strategy

journey map

uncovering touchpoints

What’s Emmit user experience with Evolve Travel? i: Discover

ii: Inquire

iii: Book

iv: Commute

iv: Travel

learns about Evolve

goes to the shoppe

returns to the shoppe

day of travel

on the spaceship

advertisment newspaper ad guerrilla environmental poster flyer

shoppe environmental signage interior signage wayfinding schedule board business card billhead uniform brochure

welcome kit what to expect (folder) ticket pack list calendar sticker binoculars dopp kit & baggies housing

travel to station vehicle luggage tag uniform

station environmental signage interior signage uniform

flight shuttle uniform food packaging souvenirs

IV

inspiration moodboard

IV

inspiration typeface options

IV

inspiration primary typeface

the inland Originally patented in 1895 by Carl Schraubstadter, Jr. [Patent] Designed by Nicholas J. Werner [Reichardt].

Digitized by Claude Pelletier as Bizarrerie Bold (2010, free for personal use). Inland Edwards Fancy NF (Nick’s Fonts, 2015) is a commercial revival.

IV

inspiration secondary typeface

“the dot of the i floats away in space.”

doves type The Inland, being a display typeface, needs to be paired with a more legible typeface. Doves Type is an excellent pairing not only because of it's form similarities but also because they were created in the same era.

Thomas James Cobden-Sanderson along with partner Emery Walker, established the Doves Press publications in 1900 by the banks of London's River Thames with the intention "to attack the problems of Typography."

A bespoke typeface for the publication was created in 1899 but was thrown into the river in 1916–17 following a dispute over ownership.

In 2013, Robert Green released a facsimile font of the lost Doves Type through Typespec. Following the recovery of 151 metal pieces of type in 2014, Green released a more polished digital version for contemporary usage in 2016.

V plan

personality type specimen

inland edwards nf Inland Edwards NF was designed

by Nick Curtis and published by Nick's Fonts in 2015. Inland Edwards NF contains 2 styles.

This typeface will serve as the basis for Evolve Travel's custom typeface

plain

fancy

Aa Bb Cc Dd Ee

Aa Bb Cc Dd Ee

Ff Gg Hh Ii Jj Kk

Ff Gg Hh Ii Jj Kk

Ll Mm Nn Oo Pp

Ll Mm Nn Oo Pp

Qq Rr Ss Tt Uu

Qq Rr Ss Tt Uu

Vv Ww Xx Yy Zz

Vv Ww Xx Yy Zz

012 3456789

0 1 2 3 456 789

.!?@$£¢ %&

.!? @ $£ ¢ % &

½¼§©® *

½¼§©® *

V plan

personality type specimen mix

mix of plain & fancy

Aa Bb Cc Dd E+E=E e Ff Gg Hh Ii Jj Kk brand typeface

personality A hybrid of the two styles will serve as the basis for brand's custom typeface.

basis shapes for tuscan serifs and tittles

Ll Mm Nn Oo Pp Oo

& custom l for logo

alternative glyphs

Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 012 34 56789 .!?@$£¢ %& ½¼§ ©®*

& custom E for logo

V plan

structural type specimen

comparison

brand typeface

structure Inland Edwards NF is essentially a didone with tuscan serifs. In order to design the brand's custom typeface, Sybarite Medium will serve as the basic structure for the forms,

sybarite medium

AaEeQeSsYy47

Inland Edwards

Aa Bb Cc Dd Ee

AaEeQeSsYy47 AaEeSsQeYy47 AaEeSsQeYy47

Bodoni 72 Oldstyle Bold

Ff Gg Hh Ii Jj Kk

Didot Bold Sybarite Medium

Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1234567 8 9 .! ? @ $ £¢ %& ½¼ § ©® *

V plan

typeface formula

brand typeface

formula Sybarite Medium will serve as the structural basis for the brand's custom typeface with a mix of Inland Edwards NF Plain and Fancy as the personality.

mix of inland edwards nf plain & fancy

sybarite medium

Aa Bb Cc Dd E+E=E e

Aa Bb Cc Dd Ee

Ff Gg Hh Ii Jj Kk

Ff Gg Hh Ii Jj Kk

Ll Mm Nn Oo Pp Oo

& custom l for logo

alternative glyphs

Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 012 34 56789 .!?@$£¢ %& ½¼§ ©®*

& custom E for logo

+

Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1234567 8 9 .! ? @ $ £¢ %& ½¼ § ©® *

V plan

copy writing

mix of plain & fancy

Aa Bb Cc Dd E+E=E e Ff Gg Hh Ii Jj Kk logo Evolve Travel

Ll Mm Nn Oo Pp Oo

& custom l for logo

alternative glyphs

newspaper advert

Qq Rr Ss Tt Uu

GO TO MARS WITH [logo] Holiday and work flights TO GET AWAY from home and work.

74 Crescent Road

Vv Ww Xx Yy Zz

bincoular tag

.!?@$£¢ %&

SEE IT FOR YOURSELF

½¼§ ©®*

012 34 56789

& custom E for logo

V plan

required character set

mix of plain & fancy

Aa Bb Cc Dd E+E=E e Ff Gg Hh Ii Jj Kk logo Evolve Travel

Ll Mm Nn Oo Pp Oo

& custom l for logo

alternative glyphs

newspaper advert

Qq Rr Ss Tt Uu

GO TO MARS WITH [logo] Holiday and work flights TO GET AWAY from home and work.

74 Crescent Road

Vv Ww Xx Yy Zz

bincoular tag

.!?@$£¢ %&

SEE IT FOR YOURSELF

½¼§ ©®*

012 3456789

& custom E for logo

at least 30 glyphs needed

VI ideate

logo sketches

VI ideate

letterform sketches

VII design

lowercase structure basics

VII design

lowercase structure basics

VII design

form structure groups

VII design

exceptional letters

VII design

exceptional letters

VII design

uppercase structure basics

VII design

form structure groups

VII design

form structure groups

VII design

form structure groups

VII design

lowercase spacing

VII design

lowercase spacing

VII design

uppercase spacing

VII design

uppercase spacing

VII design

ligatures

VII design

alternative styles

VII design

special characters

Outerland �per� meet

Outerland �per� meet

taking The Inland to outer space

the last name of Evolve Travel's founder

B

galaxy gravity-defying curves and exaggerated arms

K O O

spiral into space with this stylized bowl

unearthly tusan serifs

flights beyond the moon nova sunspot eclipse nebula orbiting ligatures that don't collide

space-warped alternative styles

you can't have space travel without stars

winged index

AaBbCc TUSCAN abcdefghijklmnoprs Aa�BbCcDd�Ee Ff GgHhIiJjKk

DIDONE

SPACE tuvwvyz?!*$£&….-–— �LlMmNnO�oo

PpQqRrSsTtUu

Vv Ww X xYyZz �fffifl ffiffl� ?!*£$&… . - – — §

ABCDEFGHIJKLMN NOPQRSTU V W XY Z

Stephanus Opera Evolve Travel 47 Crescent Road London BA7 7UB

� Check out these unique orbiting ligatures §

Cli�anger…we � offer ff waffles ffl and muffins ffi on our fin finest flights! fl

type

PAIRING

Outlerland Opera

hand in “hand” complementary forms like twins in the sky

Doves Type

VIII implement

logo roughs

T R AV E L

TRAVEL

TRAVE L

TR

L AV E

T R AV E L

VIII EVOLV E implement

final logo

VIII LV E implement

logo lockup

Mars Adventure Company

Give your dreams some space! what

how

We shorten distances & open possibilities

by thinking outside the box to visit the future & creating relevant solutions

why

Compartmentalization

Evolution

Human divinity

private & seclusion

change & complexity

secular & human agency/empowerment

Innovative technology

Design forward approach

Endless possibilities

Avant-garde

Cultured

Imaginative

bold & shameless

significant & versatile

creative & extravagant

Innovation

Aesthetic

Dreams

VIII implement

newspaper ad

EVOLV E G� TO MARS with

Holiday & business trips

TO GET AWAY for distance and privacy.

74 Crescent Road Your dreams dont fit in a box so why should we?

EVOLV E G� TO MARS with

what

how

We shorten distances & open possibilities

by thinking outside the box to visit the future & creating relevant solutions

why

Compartmentalization

Evolution

Human divinity

private & seclusion

change & complexity

secular & human agency/empowerment

Innovative technology

Design forward approach

Endless possibilities

Holiday & business trips

TO GET AWAY for distance and privacy.

74 Crescent Road

Avant-garde

Cultured

Imaginative

bold & shameless

significant & versatile

creative & extravagant

Innovation

Aesthetic

Dreams

Your dreams dont fit in a box so why should we?

VIII implement

billhead

EVOLV E Mars Adventure Company

Give your dreams some space!

74 Crescent Road IN VOICE NO. 143

PASS�NG�RS

SA��SMAN Williams

T�RMS NET CASH-Payable at our

BOOKING DATE

chauffeur to station x from station

what

how

We shorten distances & open possibilities

by thinking outside the box to visit the future & creating relevant solutions

why

Compartmentalization

Evolution

Human divinity

private & seclusion

change & complexity

secular & human agency/empowerment

Innovative technology

Design forward approach

Endless possibilities

Avant-garde

Cultured

Imaginative

bold & shameless

significant & versatile

creative & extravagant

Innovation

Aesthetic

Dreams

seating x commoner prestigious business private oxygen x basic premium customs x inorganic

2

SOLD TO

office within 30 DAYS.

August 27, 1895

insurance none x partial full premium

lodging commoner x prestigious business royalty

package wedding honeymoon birthday x explorer family

food & beverage x commoner prestigious royalty x libations

rentals cycle

childcare x none

Mr. & Mrs. Emmit Evans 13b Baker Street London, N21 2HN

TRAV�L DATE

learn 2 crater tour full terrain tour 1 cave excavation 1 lecture & debate observation sport 1 rock surf cricket croquet entertain 2 circus 2 spectacle

January 12, 1896

Sales Tax Down Payment Balance £

355.00 £ 7.10 362.10 150.00 212.10

VIII implement

binoculars

what

how

We shorten distances & open possibilities

by thinking outside the box to visit the future & creating relevant solutions

why

Compartmentalization

Evolution

Human divinity

private & seclusion

change & complexity

secular & human agency/empowerment

Innovative technology

Design forward approach

Endless possibilities

Avant-garde

Cultured

Imaginative

bold & shameless

significant & versatile

creative & extravagant

Innovation

Aesthetic

Dreams

VIII implement

shuttle

EVOLV E what

how

We shorten distances & open possibilities

by thinking outside the box to visit the future & creating relevant solutions

why

Compartmentalization

Evolution

Human divinity

private & seclusion

change & complexity

secular & human agency/empowerment

Innovative technology

Design forward approach

Endless possibilities

Avant-garde

Cultured

Imaginative

bold & shameless

significant & versatile

creative & extravagant

Innovation

Aesthetic

Dreams

david spears

School of Visual Arts

August 2021

Thank you!

gained knowledge › brand strategy & platform extensive type history expanded research methodology calligraphy basics negative space drawing › type design › Glyphs competency type specimen design introduction to Cinema 4D