Type Walk Journal — Song Fuxuan

TYPE WALK JOURNAL

字形之旅。

COMD 204 F091 FALL 2021

Prof. Robin Mitchell Cranfield

宋 富軒

SONG FUXUAN

Statement

The current place of my residence is in China.

Around where I live, it is hard to find English words that are used locally. So I tried to find inspiration in a shopping center.

Font Used

SF Pro Family Geometria Narrow Bold UNIQLO Sense W01 ExtraLight Trim Medium Capella Condensed Bold Champion HTF Big John Regular JARO BOLD Steamwreck Regular Aoki Regular Arial Rounded MT Bold Akzidenz-Grotesk BQ Bold

Work Cited

Radoeva, Krista. “A Guide to Type Styles.”

Fontsmith, 24 June 2019, www.fontsmith.

com/blog/2019/06/24/a-guide-to-type styles.

Xu, Hanwen. “What Kind of Font Is Akzidenz Grotesk?” Zhihu, 12 Mar. 2012, www.zhihu. com/question/20108555/

answer/14007969.

P., Greta. “What Are Grotesque Fonts? History,

Inspiration and Examples.” Creative

Market, 23 Aug. 2021, creativemarket.

com/blog/grotesque-fonts.

2 I TYPE WALK

Overview

Zhuzong Wanke Square Daxing District, Beijing, China

Grid

Van de Graaf canon The Van de Graaf canon is used in book design to divide a page in pleasing proportions. This canon is also known as the “secret canon” used in many medieval manuscripts and incunabula.

In this canon the text area and page size are of same proportions, and the height of the text area equals the page width.

Jan Tschichold “The Form of the Book”, 1975.

commons.wikimedia.org/wiki/File:Van_

de_Graaf_canon_in_book_design.svg

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O1 SF EXPRESS This classic letter S was found on the Logo of the SF Express company on a delivery van.

Categories Neo-Grotesques

Street Curb Outside

Typeface Geometria Narrow Bold

The font used as the logo of SF Express, with custom modifications. Based on Geometria Narrow Bold and MakeFont FangHei Regular.

4 I TYPE WALK

UNIQLO O2 Ground Floor

Categories Custom Grotesques

This modern letter Q was found on the Logo of the UNIQLO clothing brand, on the window of the shop.

Typeface Uniqlo Regular

The independent font used as the logo of UNIQLO, Based on D-DIN Regular.

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O3 VANKE MALL This elegent letter K was found on the Logo of VANKE MALL, on the information board.

Categories Humanist

Basement

Typeface Sense W01 ExtraLight

The font used as the logo of VANKE Inc., with minor modifications. Based on Santander Micro Text Regular and Sense ExtraLight Regular.

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TOURING O4

Ground Floor

Categories Custom Grotesques

This gothic letter R was found on the VANKE MALL’s campaign, on the glass fence.

Typeface Trim Medium

The typeface has been angled and right-angle cut instead of curved in some way.

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O5

RELX This Fashion letters RX was found on the Logo for RELX Electronic Cigarettes, on the shop’s lightbox.

Categories Custom Geometric

3rd Floor

Typeface Capella Condensed

The font used as the logo of RELX, with Custom modifications.

8 I TYPE WALK

4th Floor

NEW ARRIVAL O6 This traditional letter R was found on the PUMA advertisement, on the electronic advertising screen.

Categories Grotesques

Typeface Champion HTF

Compatible typefaces by Knockout 26 Junior Flywght Regular.

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O7 GIVE ME FIVE This Modern letters G was found on the indoor amusement park’s slogan, on the fence.

Categories Geometric

Basement

Typeface Big John Regular

It has a distinctly crafted look with its own unique details and characteristics.

Stylistically, it appears both warm and smoothly balanced.

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VARIED O8

2nd Floor

Categories Grotesques

This traditional letter E was found on the façade of the Balabala clothing brand, on the side wall of the shop.

Typeface Akzidenz-Grotesk BQ

Akzidenz Grotesk is one of the oldest sans-serif fonts, which is clean, rational and scientific.

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O9 CHOW This Modern letters W was found on the Logo for the jewellery brand, near the side entrance.

Categories Display

Ground Floor

Typeface Jaro Bold

It has a distinctly crafted look with its own unique details and characteristics.

Stylistically, it appears both warm and smoothly balanced.

12 I TYPE WALK

4th Floor

WELCOME

1O

This western-style letter C was found on the word ‘Welcome’ on a painted stand-up sign.

Categories Display

Typeface Steamwreck Regular

Special serif distortions are designed in the corners of the entire font. It gives a kind of American western cowboy style.

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11 CHABAIDAO This Rounded letters A was found on the Logo for the beverage shop, left of the escalator.

Categories Geometric

2nd Floor

Typeface Aoki Regular

The font used as the logo of CHABAIDAO Inc., with custom modifications, in Simplified Chinese and English.

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4th Floor

LET’S PLAY

12

This western-style letter C was found on the promotional ad plasterboard.

Categories Monotype Grotesque

Typeface Arial Rounded MT

The softness of rounded fonts tends to make them feel friendly and inviting.

Often content aimed at children.

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字 形 TYPE WALK 之 旅 。 JOURNAL