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Strategy Grids Typography Body Text Expressive Typography Visual Devices Colour Imagery Chapter Breaks Page Navigation Paper Stock


p.4 p.6 p.12 p.14 p.16 p.18 p.20 p.22 p.24 p.24 p.26


This book is based on the Matthew, the popular Bristolian boat known for the discovery of Newfoundland, guided by John Cabot. The voyage took place in 1497 and even if it is remembered vividly there is no historical record of the voyage itself. What happened during that period remains unknown and creates debate due to the variety of information that can be found today, many being theories non verified. A replica of the boat was built for the 500 anniversary and can be found in Bristol’s harbour. Generally objects have a function or tell something about the societies we live in. The Matthew has been chosen as the object for this project in order to highlight the use of the objects and how we evolve with by using them. Since the research has developed in a variety of versions of the story a narrative coming from The Matthew seems a perfect opportunity to explore the voyage from another point of view, by trying to understand the circumstances of the voyage more than the actual discovery of Newfoundland. By making a personalisation of The Matthew contextual elements will be introduced rather than focusing on history and possible theories. In order to highlight the fact of how reality and fiction often can be confused this type of narrative will play that mixture of information that encourages the reader to question information and sources.

“A History of the World in 10 1/2 Chapters� by Julian Barnes, is the main reference taken for the narrative, which will be presented in a very informal way but still readable that will encourage to read the actual information related to the voyage. Being a voyage based on 1497 restrictions are applied in the general design concepts pushing the idea of showing it as a timeless story, as this could happen with any object at any time in history. So the overall aesthetic intention will go further than trying to imitate the style of the 15th century instead boldness will be the concept to follow. This will help the narrative as the main idea of the journey is based on a bold idea.





5 6




MAIN NARRATIVE As the book itself it’s a metaphor or a presentation of the journey, the page will be the ocean. The initial idea was to do it in a diary format, but in a further reflexion the decision is to make a bigger page, still standard size, so instead of being a 12mo (127mm x 187mm) will be a Quarto (158mm x 228mm). This will help to use the pages as medium of expression.

Page Size, 153mm x 228mm

Spread Size, 306mm x 228mm

Margins 1 2 3 4 5 6

Head Margin Fore-head Margin Foot Margin Gutter Margin Gutter Colum Width

30mm 30mm 30mm 20mm 4mm 7.89mm





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TIP IN PAGES These pages show information relevant to the subject from the narrative in each occasion showing actual information about the subject matter. Generally short information so the reader is encourage to read it. The size of the page will be slightly smaller as if it would be a comment made on top of the narrative.

Page Size, 110mm x 193mm

Spread Size, 220mm x 193mm

Margins 1 2 3 4 5 6

Head Margin Fore-head Margin Foot Margin Gutter Margin Gutter Colum Width

12.70mm 25.50mm 15.38mm 15.38mm 4.23mm 10.44mm










QUOTE PAGES Few quotes are introduced on top of the tip in pages in order to ad another voice which is more based on experience. These quotes add human common sense to the narrative in few points of the book. The size of these pages are in between the two previous ones.

Page Size, 130mm x 213,18mm

Margins 1 2 3 4 5 6

Head Margin Fore-head Margin Foot Margin Gutter Margin Gutter Colum Width

12.70mm 25.50mm 18.63mm 14.82mm 4.94mm 8.58mm


TYPOGRAPHY The following two typefaces allow to make a difference between the different voices. Since the narrative is a personification of the object, the chosen typeface for the main is a classic typography from the same period of time of the Matthew, Adobe Jenson. The secondary typeface, Avenir, will introduce the third voice and this will be used in the extra input such as information from other sources and quotes. This typeface was created in the year that I was born showing the information that my generation can access to easily online for example.



The quick brown fox jumps over the lazy dog


The quick brown fox jumps over the lazy dog

Main narrative, Jenson by Nicholas Jenson (1420 – 1480)

Nicholas Jenson (1420 – 1480) was a French engraver, pioneer printer and type designer who carried out most of his work in Venice. Jenson acted as Master of the French Royal Mint at Tours, and is credited with being the creator of one of the finest early roman types. Nicholas Jenson has been something of iconic figure among students of early printing since the nineteenth century when the aesthete William Morris praised the beauty and perfection of his roman font.

Third voice, Avenir by Adrian Frutinger (released in 1988)

Avenir is a geometric sans-serif typeface designed by Adrian Frutiger in 1988 and released by Linotype GmbH, now a subsidiary of Monotype Corporation. The word avenir is French for “future”. The font takes inspiration from the early geometric sans-serif typefaces Erbar (1922), designed by Jakob Erbar, and Futura (1927), designed by Paul Renner.


BODY TEXT The body text will move within the grid. The paragraphs will be slightly moving from one side to the other in order to express the bouncing that takes place in the narrative for example. So the body text will be located in different ways depending on the narrative. Here some examples of how this is applied.

Day 5

The crew has already arranged everything for me to sail into the wind, and it’s working. I am going quite fast, but I couldn’t have done this without them helping me. I am starting to bounce more and more as we go along. It’s been a long time since I felt so disturbed. The crew seems to be used to this kind of movements. Well, not all of them. Poor Ed is getting a bit sick so Charles just sent him down to my hull with the animals. I honestly don’t think this will help him much, as the animals are starting to get quite nervous. Specially the chickens. They are trying to fly around the hull, which I understand. They might avoid a little bit of the bounce by doing that, but it’s not helping Ed to feel any better. The cows have decided to lie down in order to keep their balance. Charles comes down to check on Ed and they decided to go upstairs again so he can fix his view on something that is still. He keeps looking at the horizon, and it seems to work. I know I bounce a lot, but someone should have told Ed in advance so he could get used to it. I guess he will learn how to cope with it because we still have a long way to go and it seems that it’s not going to get any better. Personally, I would say that this is going quite well, we are all working together and I am getting a good speed now. I feel that this is working out. I am having a good fun now, and is nice to see the captain happy once in a while. Seems like we are going in the right direction. J points out that we can’t see the coast anymore, so that’s good, feels like we are finally getting somewhere deeper in the Atlantic than we were before. The thing is, where exactly?


Apparently Captain John is going back to his instruments now to find out in which direction are we going now. Oh! This is exciting! The sea feels warmer now, still cold though, but I am used to it. It has started to rain, which is not surprising for any of us. It always rains up North. I think this is a sign.

Day 6

I am having so much fun listening to their songs, but to be honest Tim does it better than the crew, he is hilarious. I have never heard about these songs, but apparently they are quite popular. They sing while they work. I thought this was a pirate thing, but who knows. Maybe Tim was a pirate at some point in his life and now he is the skipper. Thinking about it his strong way of talking and and his appearance fits quite well with a pirate profile, but this makes me think whether my family has been into piracy too. I don’t know, he is the best anyway.

is ter ich wa wh the eg’s t , y t Gr ou d a ac ab to n f cle lly it. I un talk me a c ’t h ati with wit ldn told him h, m ra go ing wou d of n to t yea ears y is I io u in d d d ch ge le an mat said he k tent o, b few t th n t a a i g u ch wh h is ow I but ch a ys a reg abo bit s ha for a whic kn ore mu w da le G you me a hat joy, n I c t y n m e , o ? g x er zy y pa a f un told in on o e ing c ti la an ire n re arm o cra ries ed to had told ady mak that e to ink out d a w h e t e m s I s c o ab t d in . I and ot d st wan ing t sh alr ge i him for m ed ’t e w nice er Or n s an n’t n th tha if I han told ugh e. I a excit eren ng h c i T lly arm es. rie did tio g is now d he no viv re y w ok rea ls w tori theo ip. I ecta thin n’t k s win tly s ot e sur mo the m lo s o e r n p i d a H t ve fe zy cle’s a’s t t ex he I do , th aren rs. I el. an ls e cra un Niñ tha ht. T ey. fore app ate ima me far, er, so y ke my out e all e rig ourn y be ell, ot w d an king n so eith n m ab caus ht b her j e da s. W lly h w an ma bee rm rs o be mig out r th time o rea cre ch is have t wa wate he o ab ay, o ome t int r the whi re I e no rm ag sterd ed s e go h fo ght, whe wer t-wa ye nfus y sh oug e ri you they f ho co rne ld en ght b old but ce o t jou t co mi y. I ers, rien bu at he urne wat expe t e o s h t is j de th th e col d to r h t wa for


EXPRESSIVE TYPEFACE Use of expressive typography will be use through the book to create emphasis in certain part of the text that links the narrative highlighting key factors or sentences from the story. Often exaggerated this point out common feelings in general. Here some examples.



am learning something

every day Adobe Jenson, Semibold, 60pt 16

Ok, I am at the Bristol Channel right now and yes, I do see


Day 2

Not too much to say, I am sure I mentioned this already, we have to keep the expectations down, this crew is over excited and I suspect that animals are a bit scared of them right now, so much hyperactivity around, unbelievable. You must be wonder what are our plans. Well the captain’s plan is to get to the Far East. John, the captain, came across with this idea that there might be a shortcut to get there. As I overheard from conversations in the crew there are two ways to get there right now. One of the routes is going south, all the way down to South Africa through the South Atlantic Ocean and then up through the Indian Ocean. Apparently it is too hot for the crew and there aren’t many chances for them to survive. So the other way is just crossing the Atlantic. My dad said that he was crazy, but I thought that was quite interesting, plus this happened before even though dad would never recognise it. Among humans the main belief is that the world is flat, but we know it’s not. Uncle Greg told me that it is actually round and that Cabot, Captain John, was right. Apparently you can see a curve on the horizon, not a straight line. Plus, when I see a family member coming from far away I see their masts first slowly coming up until I get to see them completely, so I believe is true, but we have to prove it.

a curve line

on the horizon.

Adobe Jenson, Semibold, 30pt Leading 34pt 17


Day 3

Curve and straight lines will are use as a visual devices that will guide the the reader. The idea is also to reinforce some points form the narrative as well as introducing dinamic to the reading by breaking the body of text.


Back to our journey, I have to say that the wind is helping today, I’ve made quite a long distance today, I said that I was quick. John has been trying to guide me towards the Irish coast. I have never been, so I kind of want to know what it looks like, I don’t think it will be extremely different to England though, and it’s quite close. But it’s ok, sometimes, well most of the time I let the captain guide, so he feels useful and authoritative in front of the crew, you humans like that feeling of being charge. I do understand, really, but we work in a completely different way, basically we have to work with you people all the time, which is a bit exhausting, but we mainly work with the wind and the water. Those two are the ones that we really need to understand. You are a great help, don’t feel so offended. Yes you are important for me and you do try to understand how I work and help me to get to places and stuff, but sometimes you drive me crazy. For me, I have to understand the sea that tries to drag me into it’s rhythm and the wind that gives me the speed I need. I am actually quite lucky to belong to one of the youngest generations of my family as I have got three masts with three beautiful sails. So proud of them. You might not be able to picture me but I must say I am quite pretty.

Day 13

Ok, so? Where were we? Yes, today, we keep going. Today… It’s been actually very very good. Another unusual day in the North Atlantic, although don’t know anymore if we are going to the south or the North or what. The only thing I can feel is that I am still in this current, and that I am going pretty fast too. I do think we are going a bit to the south to be honest, but I do trust my captain, not like others, so I am just going to tell you about my sailing experience today. Which was awesome! Today I have been sailing with whales, like a proper pod of whales. Can you believe it? Sailing with dolphins is one thing, because they are cute and they can’t hurt me, but whales? They were 5 or 6 or 7 times my size. They were very very big. So impressive. I was paralysed for a bit, it was like sailing with giants. It was so amazing though. What would you do if you were swimming with someone that is that big? I was quite lucky that they weren’t next to me for that long because I didn’t know what to do, I even held my breath just in case. They were beautiful though, black and white, very elegant. You must be thinking how do you know they were whales and not other species? Well, yes I am new here but the crew knows a lot about this sea. I am realising more and more that we are not the first ones sailing this ocean. They keep talking about those people from I don’t know where, somewhere close, between France and Spain, and how they have been hunting whales for a long time. Why? Why would anyone want to hunt this extraordinary animals? I don’t understand you people, but this is not new. This people from somewhere there and the Viking and these barbarians, used to go all the way up to Greenland to hunt whales apparently. Apart from eating them they would do all kinds of things with these animals, they hunted them basically because of the meat and the oil, but also made other things like hair brushes out of their ‘teeth’ and who knows what else. Tim was actually giving a whole speech to the crew about the use of whales, which I wanted to avoid listening to, but it is not like I can leave them here and go somewhere else, is it? After his speech, which I was glad not to understand completely the crew was chatting about how nice it would be to hunt one, to eat something different once in a while. Excuse me? Have these guys seen the size of the whales, are we gone

completely mental to what the **** is wrong w things first, those whales were about 6 times b not taking part in any hunting whatsoever, ev third, do they seriously think they can beat a Such an imagination.

After a while I couldn’t stop thinking about th of a human. Yes I know, it’s ridiculous, but they able to do it, and that this has been done for a fe thing with the other made me think that we are it’s new for me and for the crew, and the captai obviously, but if others have been there… I thought I would sail an Ocean that none has sailed before. I know that the whole point is to get to the Far East and prove that the world is round, but we already know that, my cousin proved it a few years ago. So is this really a trading thing? There is nothing else than money in their thinking? I thought we were here to break the boundaries and explore and test all those ideas. I have been so naive. So, s naive, they just want the money. Maybe this strange guy was right.




The main idea is to keep it black and white in order to avoid any stablished aesthetics that would suggest any cliche regarding the theme. Instead, maing it black and white the intention is to create a bold page feeling. Away from any connotation that other colours that would fill the purpouse could fall in. 21

IMAGERY Curve and straight lines will are use as a visual devices that will guide the the reader. The idea is also to reinforce some points form the narrative as well as introducing dinamic to the reading by breaking the body of text.


It might be the current too that I feel very disorientated there is a weird cold drift coming at the same time a warm one comes at the same time in different levels of the ocean.

p. 92-93 This image is based on graphs that areuse to represent the sea currents.


Let’s face it, this a very nice exploration but it makes me wonder why we are doing this. Again? Yes I know I had this thought before. Is just that we have different ways of seeing it, I mean me and the crew. For me it’s a chance to grow, a chance to learn, explore, a chance to experiment, feeling beyond land, coast and common surroundings. It is just a change to go to another continent where everything is different. I never said it would be easy, but I thought it would be worth doing it. And yes, it’s just that I don’t know where we are going anymore in a practical sense. The reality is that I don’t know if we will be able to get there. I am starting to have doubts about our skills and capability. Maybe the idea of crossing the North Atlantic to get to the other end of the world is too ambitious and our aspirations are putting us in difficult and unnecessary situations. I guess that this is what exploring means in a way, going beyond the familiar things and places, looking farther and looking for new things that will give you another perspective. This moment in history seems to be very relevant, it is known as the Age of Exploration, because of Columbus, Bartholomeu Dias, Vasco Da Gama and others I guess. But since I am here I keep listening to tales and other popular stories related to this ocean and hopefully lands that have been already explored. Remember how we talked about the Vikings. Did we? Apparently they tried to follow the coast line as a navigation method. So J was explaining how they got from Scandinavia to Iceland, then Greenland and so on. By the stories they are telling I would say that is the way to do it,and not like us here. I would say they were very smart indeed, I wonder what would have happened if we had followed that navigation system, which sounds very traditional but secure. I know what we are trying to do is completely different, maybe not that much, but it just makes me think of other possibilities and ways to do this. Although is too late now, and before all this confusion period I was pretty happy with the whole free navigation idea. It truly felt good. I am so confused right now. The point is that others have been here already, that these lands were already explored. Well, anyway I am starting to think that we are not such a thing as explorers. Yes we are exploring and experiencing new things for us, but I wonder if we would change the path of history by finding this new route.

p. 128-129 In representation of a round world this image is created to enphasise that fact.


CHAPTER BREAKS This imagery has been also created in illustrator by applying mezzo point effect to simulate the sea. This imagery is use as a break between days, as the narrative has been developed as a journal. By applying this effect on solid colors from 100% black to 0% (white). Therefore a grey scale has been apply by reducing black ink 10% each time in order to simulate different stages on the sea from calm, represented by the white colour to more agitated, 100% black. These images are used in a different ways in relationship to layout in order to create a dynamic reading.

PAGE NAVIGATION Based on a lunar calendar these simple imagery is use on the chapter breakers by including a basic navigation system based on the lunar phase. This system will be also use as an index by showing the main stages of the moon.

New First Quarter Full Last Quarter

p. 136-137 Black 20%

p. 102-103 Black 80%

Page navigation 25

PAPER STOCK Three paper stocks are used in this book. The main paper stock will be applied in the majority of the pages. Therefore the narrative and the tip in pages are print on this stock. Cartridge Paper, 130gms. Slightly off white In order to introduce another voice the quotes and a couple of spreads in the end of the book will use the following stock. Light-Weight Sugar Paper, 100 gms. Soft Orange Color on paper is important in order to clearly represent the different voices. The paper is used as a metaphor. Therefore, cartridge paper will be use for the creative narrative as well as the research tip ins. Following the idea of debatable information the intention is to highlight how fiction and reality can be often mixed together. The tip in pages will have a gradient background that will go from the colour paper to an off yellow colour. On the other hand the sugar paper, used for quotes, has a soft orange paper that reminds slightly to skin colour, which will introduce a human element on it. The third paper stock will be used to emphasize a storm that takes place in the narrative. Light-Weight Sugar Paper, 100 gms. Black This stock is used in order to print black over black. This will create a dark chapter in the book that will help the text to be even more expressive.

A&E Television Networks Available from

By History Magazine

Why this Route?

Tip in pages; Gradient, from paper colour to PANTONE P 1-6U


Qoute pages; Orange Light-Weight Sugar Paper

Nobel Prize in Literature, 1947

AndrĂŠ Paul Guillaume Gide,

Man cannot discover new oceans unless he has the courage to lose sight of the shore.


Folding pages; Black Light-Weight Sugar Paper

One of the pages is printed on tracing paper too at the end of the book, in order to create a mirage and being able to apply text backward.

a tsuj si sihT noitcefler



Type Strategy  

Type strategy developed for the publication 'Going Where?'

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