Kaitlin Maroney Graphic Design Portfolio

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to my portfolio!

The content showcased in this portfolio was created as part of my graphic design II class at the University of South Carolina. The content is seperated into two main sections: 1. Reflections of the assigned reading chapter for the week and 2. Updates on my project progress.


Table of Contents Week 1


Week 2


Week 3


Week 4


Week 5


Week 6 + 7


Week 8


Week 9


Week 10


Week 11

40 5

Reflection The first chapter of this book focused on the evolution of type from 3150 BCE to 2013. It was interesting to watch type transform from unrecognizable symbols and lines to become what we use and see today. For me, it was most interesting to look at modern day typography and how artists transform it using layers, lines and colors. I always thought that this was a modern art, but I now realize that typography has been an art since the 3150s BCE. For instance, type form had been engraved into sculptures in 1570 BCE. One of my favorite examples from this chapter of the book was the 1529 Geoffroy Tory, construction of the letter B. I think it is really interesting to learn about the biology of letters and the math and reasoning behind each angle, curve and line.


Today, some of my favorite type to analyze is cropped type. I think it is fun to look at text that your mind can understand even with missing information. For example, the first picture cuts out the D, but you can still recognize that it says weekend. With all of the context in this photo, you can use the few letters given to understand what they mean. Cropped type interests me because the artist has to play with how much of a letter or word you need to see in order for it to be interesting and understandable. In the text, this is seen in the 2000 Wolfgang Weingart’s book cover to the right. Even though he cuts off parts of his type, your brain can fill in the missing information and read Typography.

Week 1 The Evolution of Typography

Photo from Typographic Design: Form and

Photo from Typographic Design: Form and


Communication. 2000:Wolfgang Weingart, book cover.


Project 1 Updates







Updates This week I completed my mood board and sketches for project 1: Visual Identity and Stationary Project. I chose Lady Gaga as my character because she has been such an inspiration and role model to me. She speaks on important topics, such as women’s rights, while continuing to produce award-winning movies and music. She is truly one of my favorite artists, and I hope to be seeing her live in August! The sketches below are different potential elements for a required logo to be incorporaed in the branding materials. I think it could be interesting to use cropped type as seen below on her business card, but I need to make sure that it will match the branding of her logotype. Excited to continue exploring this topic!


Photo from Typographic Design: Form and Communication

Photo from Typographic Design: Form and Communication


Week 2 The Anatomy of Typography

Reflection This week we learned about the anatomy of type, breaking up and identifying significant parts of letterforms. As you can see from the images to the left, letters and words have caplines, meanlines, x-heights, baselines and beard lines which show where they fall on a line. In addition to this, each letter has specific anatomy, including bowls, ears, arms, links, loops and more. It was very interesting to analyze the similarities and differences in each letterform. This chapter also went into depth on the differences between seriffs, weight, width, posture, contrast, x-height, ascenders/descenders and stress. I was also able to better understand interletter spacing, different font families and general typeface rules and tips. This chapter was particularly helpful for our current project because I am working on a type-heavy stationary and can use these rules to make my project as strong as possible.


Project 1 Updates

Updates I am getting very excited about this project! So far, I have a draft logo with edits to the font to incorporate winged eyeliner (see right). I am going to create stationary for Lady Gaga as a makeup artist for this project. The drawing above shows an outline of a product from her current makeup brand, Haus Laboratories. This mask really stood out to me when I first saw it because it’s beautiful and elegant with significant detail. Also, it’s pretty bad-ass. I look forward to finishing up my stationary using parts of these elements. I think I can make the logo a little stronger for the business card, so I am going to continue pushing the design. I am very happy with the color palette that I chose for this. I think the red is bold and helps make the makeup brand stand out.


GAGA GAGA Professional Makeup Artist


Photo from Typographic Design: Form and Communication

Photo from Typographic Design: Form and Communication


Photo from Typographic Design: Form and Communication

Week 3 Legitibility

Reflection I thought chapter 3 of this book was very informational. I learned a lot, and I think many tips found in this chapter can be used in my future work in this class and beyond. A few things that really stood out to me include: 1. More letters are recognizable when only their right halves are exposed. 2. Put extra space between lines if you are typing large amounts of text in color. 3. As interletter spacing increases, the word appears lighter in tone. 4. Text in all capital letters can use as much as 35 percent more space. I thought these small tips were great because I used capital letters in my last assignment. Now when reflecting on my work, I can analyze it with a new perspective and look deeper into the spacing of letters. I also liked learning about how legible text is depending on text and background color. I like using simple, easy to read text, so it was interesting to think about incorporating more color but still keeping it easy to read. For instance, it would have been interesting to play around with a lower-transparency red background with black text on top in my last design.


Project 1 Final

Updates This is a photo of my final version of project 1. I am really proud of my work! Particularly, I like the simplicity of color in my design, using only black, white and a shade of red. Looking back on it, I could have played with incorporating color into my text and altering the spacing as necessary. However, I love how high contrast the GAGA is against the black and white backgrounds. One classmate told me it reminded him of Gucci. I think after reading the text it would have also been interesting to play around with cropping of type, so I think that is something that I will try to incorporate into my next project in the book cover!



Photo from Typographic Design: Form and Communication


Photo from Typographic Design: Form and Communication

Week 4 The Typographic Grid

Photo from Typographic Design: Form and Communication

Reflection This week’s chapter matches extremely well with the book cover project we are working on in class. The chapter focused on grids, showing different ways you can lay out and grid your projects, explaining the golden square, rectangle and spiral. Honestly, I thought these were kind of confusing at first because I had never heard of them until this chapter. However, I really enjoyed looking at the typographic grids and seeing how and where you place your text can change the entire way the page looks. It will be interesting to play with this on the back of the book cover.


Project 2 Updates Updates For some reason I am really struggling to come up with a creative idea for my book covers. Normally, a creative idea pops into my head at a random time and then I can transform it into my work, but it has not come to me yet. I have been playing with silhouettes and key symbols in the text, but I think focusing solely on these elements are limiting my creativity. Hopefully this weekend I can research the books more and find better ideas. While Jodi Picoult is one of my favorite authors and these are two of my all-time favorite books, I haven’t read her work or these books in a few years, so I think conducting more research will help me. It is also challenging to come up with a completely new book cover for these books when I have been seeing the same ones for years.


Jodi Picoult Jodi Picoult Jodi Picoult

handle with care


Photo from Typographic Design: Form and Communication

Photo from Typographic Design: Form and Communication


Week 5 Syntax and Communication

Reflection This week’s reading was on typographic syntax. This is the connecting of typographic signs. I was very intrigued by the form-tocounter form interaction between letters to create a sign. While I don’t think I can incorporate this into my book cover, it would be really cool to play around with in future projects. Another thing I found interesting to learn about is hierarchical clarity and how you can use rules to separate, emphasize and bring order to information using the straight line, bar, bracket, swelled, Oxford and leader rules. Lastly, I enjoyed learning more about columns and margins. I think using columns and margins can help me balance my back book cover and help order the information that I need to include on the back cover design. While I don’t think I can use eight, I am curious to play with creating two columns on the back.


Project 2 Updates

Updates This is where I am right now with my project. As you can see, I have not started the back design yet, but I am hoping to incorporate two rows with the description on my previous post, quotes/endorsements on the bottom, and the bar code on the bottom left or right. I think the description is most important, so I will be putting that on the top. I am excited to take what I learned in this chapter and apply it to my back book cover! I will also be looking at visual hierarchy.



Reflection This week’s reading was on typography as a language of visual signs. If you use typography correctly, it can educate, persuade, inform and entertain the reader. Type can have verbal, visual and vocal elements to help portray different meanings, movements and expressions. One of my favorite examples of this from the book is the variations of the letter E to express different concepts. You can see how the artist used elements of type, lines and shape to create meaning. I think this is super interesting because the letter is speaking. Overall, I thought this chapter was really interesting and gave me a lot of ideas for the next project of creating two posters using only text. For instance, using text to create objects/symbols, patterns and texture. The book showed examples of using the words “Christmas tree” to create a Christmas tree outline, zipper manipulated to look like a zipper and more. I think this could be a cool element to consider using in my next project.


Week 6+7 The Typographic Message & The Evolution of Typographic Technology

Photos from Typographic Design: Form and Communication


Project 2 Final



This week I finished my project 2 book covers! I am honestly really proud of how they came out. I really struggled creatively with this project at first and didn’t know where I wanted to go with them or how to start. Researching the books a little more definitely helped a lot and got me to the girl ice skating and the police tape, which I think are two strong elements of my design. I really like the type on the “House Rules” book because it reflects the type on police tape with the big, thick, black type. Additionally, I made a last minute change to the

font on “Handle With Care.� I decided to go with an elementary font that shows the classic, learning to write forms. I wanted to show how the main character is young and delicate, and I think this font works well and is easier to read than my previous one. Overall, I am happy with how they turned out and excited to get feedback! I am not sure yet which font I will be using for my next project, but I will begin researching soon!


Photo from Typographic Design: Form and Communication


Week 8 Typography on Screen

Reflection Chapter 8 of the book focuses on typography on screens. I didn’t realize that there was a big difference between type for print and type for screen reading until researching my font for project 3, Georgia. This chapter introduced a lot of information that I had never heard of before. A few of my key takeaways include: 1. Digital letterforms have decreasing resolution as the number of pixels is reduced - this makes sense and is similar to photo sizes in photoshop and other softwares. 2. Hinting is the process of outlining characters to create the best possible image at different point sizes. 3. Extreme contrast between thick and thin strokes makes a font less adaptable for screen use. There was also a lot of information on things that I was already familiar with, such as the importance of white space, differences in Sans-Serif and Serif fonts, and more. Overall, I thought this was a very informative chapter and lines up perfectly with the upcoming poster project. I am excited to take what I learned to make my poster legible and easy to read, but also keep it interesting by playing with size and contrast.


Project 3 Updates

Updates Yesterday, our 2 hour project and essays were due. I wanted to keep my poster simple and easy to read. I am happy with how it came out but definitely want to push myself creatively with layout and further exaggerate font size for project 3. I think this was a good introduction and way to start thinking about layout and prioritizing information. However, I am overall content with how easy to read it is and the different set of text. I am excited to use what I learned through the textbook and this assignment and begin working on my project after spring break!


“The Mac is Not a Typewriter” by Robin Williams Hyphen -

Hanging the punctuation

A hyphen is strictly for hyphenating words or line breaks.

Hang punctuation off the aligned edge to eliminate any visual interruption of the text. “When I get a little money, I buy books. If there is any leftover, I Buy food and clothes.” Desiderius Erasmus

Dashes Never use two hyphens instead of a dash. Use hyphens, en dashes, and em dashes appropriately.


Use real quotation marks—never those grotesque generic marks that actually symbolize ditto marks: use “ and ” — not “ and “ when quoting text. Use prime marks to state measurements such as “Bridge Clearance: 16′ 7″ .”

Use real apostrophes, not prime marks or dumb quotes: ’ not ′ or ‘

One space between sentences Use only one space after periods, colons, exclamation points, question marks, quotation marks—any punctuation that separates two sentences.

Leading or Linespace

Adjust the space between letters according to your sensitive visual

perception. Kerning is the process of removing small units of space between letters to create visually consistent letter spacing. WASHINGTON unkerned WASHINGTON kerned

Quotation and prime marks


Widows and orphans Never leave widows and orphans bereft on the page. When a paragraph ends and leaves fewer than seven characters (not words, characters) on the last line, the last line is called a widow. When the last line of a paragraph, be it ever so long, won’t fit at the bottom of a column and must end itself at the top of the next column, that is an orphan.

Typically, a standard unit of measure for the leading between the lines is 20 percent of the point size: for example, 10 point type will have 12 points of leading. This has too much spacing This has Better Line spacing

Avoid both of these situations.

Em dash —

En dash -

Keyboard Shift Option Hyphen The em dash is twice as long as the en dash—it’s about the size of a capital letter M in whatever size and typeface you’re using at the moment. This dash is often used in place of a colon or parentheses, or it might indicate an abrupt change in thought, or it’s used in a spot where a period is too strong and a comma is too weak.

Keyboard Option Hyphen An en dash is called an en dash because it’s approximately the width of a capital letter N in that particular font and size. It is used between words that indicate a duration, such as time or months or years.

Paragraph Spacing Adjust the space between paragraphs. Never hit two Returns between paragraphs. Paragraph indents are not five spaces, they are one em. Don’t indent the first paragraph. Use extra paragraph space or an indent, but not both.


Photo from Typographic Design: Form and Communication



Chapter 9, typography in time and motion, talks about dynamic typography and how to make type move and behave to create a stronger piece. I learned that type in motion is linked back to film title sequences by designers like Saul Bass and Maurice Binder. One part of this chapter that relates directly to the type-poster project is the section on hierarchy. The book explains how the size, color and weight of a typeface help the reader determine what information is most important. Also, words set at the top left of the page are usually read first. I think these were a few good points and a good reminder of how the eye looks at design. Overall, this was a very interesting chapter with a focus on movement with type. One example I was particularly interested in is how MOMA in NYC uses icons based on words to spell out titles of art pieces. I think this is an interesting example of using icons as words and to make up text through technology. I am interested to see if I can use some of these examples in later work.

Week 9 Typography in Time and Motion

Photo from Typographic Design: Form and Communication


Project 3 Updates Updates Right now I am working on my informational poster for Georgia type. It was first used and created for Microsoft, so I pulled in the wellrecognized logo. I am currently struggling with hierarchy of information with the essay. There are some more important parts of the essay that I want to highlight. According to the book, I can use size to help do this. I think I am going to pull out the sources and move them to the bottom of the design because I think they are less important than the information. I also think I will pull one section out and put it under the authors name to introduce the text and make readers actually want to read it. I am very happy with how it’s coming along and only have a few tweaks to make!







ew Carter, Hinter by Tom Ricknew




Reflection I learned a lot from chapter 10, Case Studies in Typographic Design. The chapter discusses typographic design problems of integrating type and image on posters, experimental form, dimensional typography and more. A few examples that stood out to me include:

This poster, designed by Jean-Benoît Lévy, incorporates the text to match elements of the bicycle/wheel. The text follows similar shape forms and paths as the image elements. While interesting to read, it’s still legible.


Week 10 Case Studies in Typographic Design

Another work that stood out to me was the movie title work for ALIEN. What begins as simple lines slowly becomes a word made of all caps letters. This intrigued me because it shows movement, and I think it’s possible to guess the word in the section before it’s completely spelled out. I’ve always found cropped type to be very interesting.

39 Photos from Typographic Design: Form and Communication

Project 3 Final

GEORGIA. Updates Last week, our two poster design assignments were due. I am very pleased with how they came out! My favorite out of the two was definitely my conceptual poster because it was simple, colorful, and still related to the font by replacing the O with the Microsoft logo. The same colors were used throughout the conceptual and informational posters which made my designs look cohesive. Overall, I am very happy with my work, and I look forward to beginning the next project. I am going to try to be more aware of each step of the design process after reading this week’s chapter!



Designed by:

Matthew Carter & Tom Rickner

Georgia typeface was inspired by Scotch Roman designs from the 1800s, and it was created for Microsoft. I decided to focus on Georgia typeface for my third graphic design project because I was very unaware of its history, design and uses. However, after researching many fonts, I found that I really liked the overall style and various options of italics, bold, bold italics and regular. My research has led me to discover much more about the typeface, including its history, designers and other interesting facts.


Today, it is pre-installed on computers and is widely used by Microsoft. When the font was first created, it was compatible with Windows and Mac computers, so it quickly became popular with designers. Carter created the typeface in reverse of the typical process. He began with a bitmap version of the fonts and then translated them into a more refined version. The typeface was created specifically for screens as a legible and easy to read font. The strokes are thick and thin, with a slight italic, switching back and forth. The dark colors make it easy to read at small sizes, and it is described as being similar to Times New Roman. The most interesting fact that I found was that the font is allegedly named after a tabloid article titled “Alien heads found in Georgia.” Despite this fact, Georgia is described as a friendly and intimate font with a modern appeal. Frequently used in newspapers such as The Guardian, New York Times and Wall Street Journal, Georgia is a very successful font found all over the online world.


Overall, it was very interesting to learn more about the font Georgia! My new understanding of the font and its uses and background will provide me with a new perspective when beginning my poster designs.

ABCDEFGHIJKLMNO PQRSTUVWKYZ abcdefghijklmno pqrstuvwxyz 1 2 3 4 5 6 7 8 9 10 !@#$%^&*()_+=\|[ ]} {‘”;:/?.>,<

Sources: “Chapter 4: Georgia: The Font Series Guide.” Design Roast, 5 Sept. 2017, designroast.org/online-guides/font-series/georgia/. Lee, Richy. “The Strange History of the Georgia Font.” WordPress , 16 Dec. 2014, itsions.wordpress.com/2014/12/16/the-strangehistory-of-the-georgia-font/. Willen, Bruce, et al. Lettering & Type: Creating Letters and Designing Typefaces ; Princeton Architectural Press, 2009.


Photo from Typographic Design: Form and Communication


Week 11 Typographic Design Process

Reflection This chapter is all about the design process. The steps of design include defining the problem and it’s parameters. Questions to ask during this stage include: What are the client’s needs? What are the goals and objectives of a potential solution? Who is the audience? What are the budget and production limitations? Gathering is when the designer gathers all essential information using available resources. Ideating is the process of being open to any and all ideas for your design, synthesizing narrows ideas and comes to a conclusion, and realizing is when the designer must stop and wait for client approval. Learning about the stages of design was very interesting and helped me understand each step I should be taking when designing. I learned that there is not necessarily an order in which these are completed.


Project 3 Final Updates The last project for this semester is creating a portfolio featuring all of our work from Graphic Design II. I am so excited to put all my designs in one place and watch the process of every project from idea to final product. I am very proud of my work, so it will be rewarding to have a portfolio that I can share with future employers. I love how my portfolio turned out! Below, you can see the color pallette I chose for this portfolio. I wanted to keep it bright, simple and visually appealing. I think all of the colors work together and really tied together this portfolio.


Thank you

for checking out my portfolio!

If you have any questions about my work or would like to get in touch, please feel free to reach out to me at kaitlin.maroney.2016@gmail.com Thanks again!


Colophon Header: Hello Honey 54 pt Sub-header: IBM Plex Serif Medium 17 pt. Body: IBM Plex Serif Regular 12 pt Caption: IBM Plex Serif Extra Light Italic 8 pt.