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FRIDAY NIGHT O L I V I A F E AT H E R S


PUBLIC TYPOGRAPHY

FRIDAY NIGHT

OF A NIGHT OUT

O L I V I A F E AT H E R S


CONTENTS

TABLE OF

INTRODUCTION The Context

7:47 PM - 8:56 PM The Preparation

8:56 PM - 9:58 PM The Pregame

9:58 PM - 1:26 AM The Bars

CONCLUSION The Aftermath


THE CONT EXT


INTR ODUC TION


“I’D BE QUITE HAPPY IF I SPENT F R O M S AT U R D AY N I G HT TO M O N DAY MORNING ALONE” AUDREY HEPBURN


I L I V E I N a big blue house on Tennessee Street. I

Friday nights, that look very different than my own. I am

have a happy little room near the attic with all the privacy

a self-proclaimed introvert, a self-proclaimed stayer-in.

I want and need. In this big blue house also live my 11

This book is designed to show what the typical college

roommates. While I do crave my alone-time, I adore my

night out looks like through an outsider’s eyes and from

roommates even though they have habits, particularly on

a typographic viewpoint.


7:47 PM 8:56 PM


THE PREP ARA TION


7:47 PM

T H E E V E N I N G starts for my roommates right after

between their thick and thin strokes. strokes. The less expensive

dinner. They wash off the stress of the day with a plethora

brands, those usually bought at a convenience store or

of bath products. Bottles range from colorful and loud

in the pharmacy section of a grocery store, make use

to neutral and subdued in their designs. Higher-end

of bold sans serifs and oftentimes employ expressive

products tend to utilize a limited palette of colors and

supplementary graphics.

sophisticated, serif typefaces with extreme contrast


MAKEUP

EYES: Kat Von. D + Naked Palettes

BRANDS

SKIN: Physicians’ Formula + Neutrogena

R O O M M AT E S 0 3 + 0 6 + 0 7

LIPS: Tarte + Urban Decay

NAILS: Essie + Sally Hansen


R O O M M AT E 0 3 I S T H E M A K E U P A RT I S T O F T H E HOUSE. SHE H AS FAVORITE M AKEUP BLOGGERS W H O S E V I D E O S S H E W AT C H E S T O L E A R N A B O U T NEW TECHNIQUES AND BRANDS.


8:56 PM

O N C E the steam clears from the mirror, my roommates take to their overflowing bags or trays of cosmetics and begin applying their makeup. This routine can take anywhere from 15 minutes to a full hour. The tubes and palettes are small yet packed with information that range from branding, product title, color shade, finish style, etc. Though this text is usually printed in an easily readable and unadorned typeface as to accommodate its small size, I can’t help but feeling like I’m reading a different language.


AS A FORM OF “I’VE COME A R T ” TO ADMIRE R O O M M AT E 0 3

MAKEUP


THE PR EGA ME 1 8 - F R I D AY N I G H T - PA RT 1


8:56 PM 9:58 PM


8:56 PM

F O L L O W I N G the finishing touches on hair and makeup, my roommates congregate in our shared dining space and start mixing drinks. The counters become littered with alcohol of varying types and degrees of potency. Some bottle labels make use of their traditional, age-old branding. Others are sleek and modern, indicative of the movement in alcohol branding to tailor a company’s visual languages to younger drinkers. Alcohol labeling has recently become one of the hottest areas of design, and the wide range of visual styles is suggestive of the amount of graphic designers shifting their focus to the newly up-and-coming field.

THE HARSH FLUORESCENT LIGHTS OF COLLEGE A PA RT M E N T S I L L U M I N AT E F R I D AY ’ S P R E G A M E S .


V O D K A W AT E R : Burnett’s Vodka + Water + Mio Flavoring

NON-MIXED:

PREGAME

Barefoot Chardonay or Angry Orchard

TEQUILA SUNRISE:

DRINKS

Jose Cuervo Tequila + Minute Maid

VODKA SPRITE: Tito’s Vodka + Sprite Soda

OF

VODKA LEMONADE: New Amsterdam Vodka + Simply Lemonade

CHOICE R O O M M AT E S 0 2 + 0 3 + 0 4 + 0 8 + 1 1


“I DRINK TO MAKE OTHER PEOPLE MORE


E R N E ST H E M M I N G WAY

INT ERE STI NG”


A S M Y R O O M M AT E S L E AV E T H E H O U S E , E X C I T E D C H AT T E R T H E S O U N D O F H E E L S C L I C K I N G T H E HARDWOOD FLOOR FILLS THE AIR.

24 - FRIDAY NIGHT - THE PREGAME


9:58 PM

A F T E R the drinks have been drank, Uber’s are summoned and plans for the night are tentatively made. Phone text typefaces tend to be basic sans serifs. While on any given day this text would be just large enough to make out at arms length, my roommates increase its size before a night out so they can read messages as their vision becomes fuzzier and fuzzier.

THE PREGAME - FRIDAY NIGHT - 25


9:58 PM 1:26 AM


THE BARS


“TRUST ME, YOU CAN

DAN CE” TEQUILA

THE BARS - FRIDAY NIGHT - 29


9:23 PM

T H E F I R S T T H I N G I notice while I wait in line outside the bars is that my roommates are all holding the same items in their hands: dollar bills and driver’s licenses. The bills, to pay for cover, range from singles to tens and from faded and crumpled to crisp and clear. The licenses, to prove an age, range from fake to real and from cluttered with holograms and color gradients to relatively simple in their use of bold, all caps text to give information like birth date, hair color, and gender.

30 - FRIDAY NIGHT - THE BARS


ONE CAN’T HELP BUT NOTICE THEIR SHOES STICKING TO THE FLOOR UPON THEIR FIRST STEPS INTO THE DARK INTERIOR OF A BAR.

THE BARS - FRIDAY NIGHT - 31


“A F T E R D R I N K I N G , M A N Y A MAN ACTS LIKE A BOY” MOKOMA MOKHONOANA


11:46 PM

I N S I D E the bar is a new world. My senses are inundated with colors and sounds and textures and sensations. Behind the counters live rows and rows of alcohol bottles, and beside these rows is a series of beer taps, all with their own signature branding, imagery, and typefaces. Looking around, the graffiti on the walls exudes the energy and intent of its drunken artists. Looking up, the neon lights leave impressions on my field of vision if I stare for too long. Though the lights reflect the logos and unique styles of alcohol brands like Coors and Budweiser, the artistry of the sculpted glass is apparent and stunning.


THE WAGON WHEEL: $ 2 fireball shots $ 5 wells

N I G H T LY

T H E JAY H AW K C A F E : $1 tequila shots $ 2.25 mixed drinks

DRINK

B U L LW I N K L E ’ S B A R : $ 5 moosebowls $3 16 oz PBR cans

SPECIALS

THE WHEEL + THE HAWK + THE BULL


THE BARS - FRIDAY NIGHT - 35


1:26 AM

T H R E E B A R S and several hours later, the

this point, we are reading text messages from a phone

bartenders start closing shop and the trip home begins.

screen that was shattered somewhere in the second bar,

Text messages with varying degrees of grammatical

fracturing the once so clean sans serif typefaces. We

correctness fly as my roommates attempt to find

decide to walk back to our big blue house, and pass lawns

each other, confirm who has found other overnight

littered with empty beer cans, torn bar wristbands, and

accommodations, and decide how to get home. By

the occasional high heel.


THE AFT ERM AT H


CON CLUS ION


“BEING TOGETHER MAKES THE HANGOVER

4 0 - F R I D AY N I G H T - T H E A F T E R M AT H


WO RTH IT” R O O M M AT E 0 7

T H E A F T E R M AT H - F R I D AY N I G H T - 4 1


T H O U G H the mornings are unpredictable, there is always a time of congregation among my roommates during which, in the comfort of our big blue house, we talk and laugh and, occasionally, cry about the goings on of the night before. We talk about which drink special or beautifully branded alcohol was the culprit of poor decisions, we joke about how much of our meticulously applied makeup made it to the end of the evening. Usually, at least one of my roommates vows to never have a night like that ever again. Six days later though, you can find my eleven roommates hitting the town once more. And though on rare occasion I enjoy joining them, odds are you can find me in my happy little room by the attic.

4 2 - F R I D AY N I G H T - T H E A F T E R M AT H


CREDITS

ARTICLES

INTERVIEWS

Hill, Aniko. “Beauty Typography: A Window Into

Roommates 02, 03, 04, 06, 07, 08, 11

Brand Personality.” Global Cosmetic Industry, Omeda,

PHOTOGRAPHY

27 Apr. 2012, www.gcimagazine.com/business/

Canon EOS 7d

manufacturing/packaging/149266055.html.

TYPEFACES

Kell, John. “Liquor Makers Are Now Marketing Brands

Roboto (light condensed and bold)

As ‘Experiences.’” Fortune Magazine , Fortune, 21

Bodoni 72 (book and italic)

June 2017, fortune.com/2017/06/21/liquor-makers-

C L A S S I N F O R M AT I O N

brands-experiences/.

Visual Communication 402

Stecher, Nicolas. “Illuminating the Dark Art of Making

Designer as Author

Neon Signs.” Wired, Conde Nast, 22 June 2016, www.

Fall Semester - Patrick Dooley

wired.com/2016/06/how-to-make-neon-signs/.

University of Kansas 2017


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