TYPOGRAPHY Process Book

Fall 2019 Sherry Lam

2

ASSIGNMENT 1

4

ASSIGNMENT 2

10

ASSIGNMENT 3

16

PROJECT 1

22

PROJECT 2

30

PROJECT 3

38

PROJECT 4

50

3

ASSIGNMENT 1

4

Visual Semantics This project was to create a composition of typography found in pages of magazines, brochures, flyers, newspapers, cereal boxes, etc. Then, we brought it to Illustrator to trace out the typographic elements in each of the squares, and also to play around with the arrangement of each element. For the concept of my composition, I chose to have the square consisting of the word inside in the middle. It is also rotated at a 45Â° angle. There are other words such as going, out, place, pizza, stand, etc. I tried to connect all the words to each as best as possible. I played around with the arrangement of different words and scaling and moving them around. The different word combinations that I found were going out, gone inside, inside out, stand out, canvas stand, pizza places, and a bunch more. The colored version reminded me kind of like a pizza box. It has a cardboard feel to it.

5

The first task was to find and collect pages from magazines, brochures, flyers, newspapers, cereal boxes, etc , anything that has type on it.

6

We had to cut out 9 interesting squares, which are 3in by 3in. The 9 squares were assembled into a composition that is unique, interesting, attractive, and has flow. Then, I went to Illustrator to trace out the typographic elements in each of the squares. I could take out, scale, and rotate the letters. I started with black and white only, and had one with grid and the other with no grid. For the final composition, we could use some color. 7

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ASSIGNMENT 2

10

Letter, Space, Meaning In this assignment, we chose two words from a list provided to us and arranged the letters within an 8â&#x20AC;?x 8â&#x20AC;? square to try to convey the meaning of the selected words. The words had to be in either Helvetica or Futura. We first had to make 15 sketches of each word, totalling in 30 sketches. Then, we chose the 5 best ideas of each word and used Illustrator to draw them out. The compositions are in black and white only. I chose the words loud and divorce. I played around with the spacing, sizing and placement of letters in my sketches. For loud, I wanted it to sound like its loud. I had one where the L is shouting out the OUD in different directions. I had the direction of loud go out in different ways in my compositions: middle to out, spiraling out, corner to corner, and left to right. For divorce, I found different ways to split the word. For example, I made a diagonal cut into the whole word. I also made the O to signify as the child because a divorce will likely involve a child who is in the middle of it. Another way is making the O signify as a dropped ring.

11

We first made a bunch of sketches on the words we chose.

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13

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ASSIGNMENT 3

16

Dualities / Dichotomies In this assignment, we continued from the last assignment and added the opposite word of our original word. The dimensions were still in the 8 x 8 in square. The words had to be in either Helvetica or Futura. We first had to make 10 sketches of each word, totaling in 20 sketches. Then, we chose the 5 best ideas of each word and used Illustrator to draw them out. The compositions are in black and white only. I had the words loud and divorce, which means I had to add in quiet and marriage, respectively. I played around with the spacing, sizing, and placement of letters in my sketches. For loud and quiet, I wanted the loud to overpower the quiet. For example, I had one where the quiet and loud started small and got bigger. I also added in the quiet into the middle of the spiral loud. For divorce and marriage, I found different ways scenarios to have marriage turn into divorce. For example, I made a divorce diagonally cut into marriage. I also made the O to drop onto the I in marriage to signify a dropping ring.

17

This is the continued sketches that include the opposite word. We chose the 5 best ideas of each word and used Illustrator to draw them out.

18

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21

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Project 1

22

Journeys In this project, we analyzed text from the NY Times that was given to us. We created a visual hierarchy of the structure of the content to fit its meaning. We had to research a bit and make a mood board to get to understand the topic of the texts. Then, we used Kimberly Elam’s Grid Systems as a guide to help us make the grid layout. We had to make 4 different compositions in a 9” by 9” square. We could make any adjustments to the size, weight, leading, style, and column structure. First, we started with black and white only to get a sense of the layout. Then, we were able to use color. I was given a text about the 2016 Presidential Election. At first, I wasn’t excited about the whole topic, since I don’t like to meddle with politics. But, in the end, it was easier than expected. I first researched it and understood more about the significance of this event. In the grid layout, I wanted to make the important information bigger, and the less important smaller. I also added red and blue because that is the flag color and the major political party colors. In one of my compositions, I added inline decorations in the title to make it look more presidential. I played around with the orientation of the text, only vertical or horizontal.

23

Itinerary

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

\$4,995

The 2016 Presidential Election: Looking Back and Forward The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

The 2016 Presidential Election: Looking Back and Forward The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

24

Itinerary

The 2016 Presidential Election: Looking Back and Forward

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

Itinerary

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

\$4,995

\$4,995

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

We first started with sketching some grid layouts. Then, took the text elements and arranged them in a grid system

\$4,995

The 2016 Presidential Election: Looking Back and Forward

Itinerary Departing Travelers

5 days

Dec. 5, 2016

Limited to 24 guests

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Timesselected journalist.

Itinerary

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

\$4,995

The 2016 Presidential Election: Looking Back and Forward The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

The 2016 Presidential Election: Looking Back and Forward

Itinerary

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

\$4,995

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

The 2016 Presidential Election: Looking Back and Forward The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

The 2016 Presidential Election: Looking Back and Forward

Departing Travelers

5 days

Dec. 5, 2016

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

\$4,995

\$4,995

Itinerary

Itinerary

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Timesselected journalist.

Limited to 24 guests

25

The

2016 Presidential Election: Looking Back and Forward

Itinerary Departing Travelers

5 days Dec. 5, 2016 Limited to 24 guests

After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

\$4,995

Itinerary

5 days The 2016 presidential election season has been viewed as one of the most historic and contentious in history.

2016 Presidential Election:

Looking Back and Forward

Looking Back and Forward

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

The

Itinerary

26

Looking Back and Forward

2016 Presidential Election:

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

2016 Presidential Election:

\$4,995

Travelers

Limited to 24 guests

The

\$4,995

The

Departing

Dec. 5, 2016

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Itinerary

5 days \$4,995

Departing

Dec. 5, 2016 Travelers

Limited to 24 guests

Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

Itinerary

Departing

Travelers

5 days

Dec. 5, 2016

Limited to 24 guests

The

2016 Presidential Election:

The

Looking Back & Forward

2016 Presidential Election: Looking Back and Forward

Itinerary Departing Travelers

5 days Dec. 5, 2016 Limited to 24 guests

The 2016 presidential election season has been viewed as one of the most HISTORIC and CONTENTIOUS in history.

\$4,995 \$4,995

After the votes have been tallied, travel to Washington, D.C., to discover where POWER lies, and to learn what the new president faces. Gain EXCLUSIVE insight and perspective with the guidance of a New York Times-selected journalist.

2016

Presidential Election: Looking Back and Forward

Itinerary

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

The 2016 presidential election season has been viewed as one of the most historic and contentious in history. After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

\$4,995

Looking Back and Forward

The

The 2016 presidential election season has been viewed as one of the most historic and contentious in history.

\$4,995

After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces.

Gain exclusive insight and perspective with the guidance of a New York Times-selected

5 days Itinerary

Dec. 5, 2016 Departing

Limited to 24 guests Travelers

The

After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces. Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

2016 Presidential Election: Looking Back and Forward The 2016 Presidential Election:

The 2016 presidential election season has been viewed as one of the most historic and contentious in history.

27

The

Itinerary

2016 Presidential Election:

Looking Back and Forward

Itinerary Departing Travelers

5 days Dec. 5, 2016 Limited to 24 guests

The 2016 presidential election season has been viewed as one of the most historic and contentious in history.

28

After the votes have been tallied, travel to Washington, D.C., to discover where power lies, and to learn what the new president faces.

\$4,995

Gain exclusive insight and perspective with the guidance of a New York Times-selected journalist.

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

The

2016 Presidential Election: Looking Back & Forward \$4,995

The 2016 presidential election season has been viewed as one of the most HISTORIC and CONTENTIOUS in history. After the votes have been tallied, travel to Washington, D.C., to discover where POWER lies, and to learn what the new president faces. Gain EXCLUSIVE insight and perspective with the guidance of a New York Times-selected journalist.

2016

Presidential Election: Looking Back and Forward

\$4,995

Itinerary

5 days

Departing

Dec. 5, 2016

Travelers

Limited to 24 guests

The 2016 presidential election season has been viewed as one of the most HISTORIC and CONTENTIOUS in history. After the VOTES have been tallied, travel to Washington, D.C., to discover where POWER lies, and to learn what the new president faces. Gain EXCLUSIVE insight and perspective with the guidance of a New York Times-selected journalist.

THE

The

2016

PRESIDENTIAL ELECTION:

&

LOOKING BACK

\$4,995

FORWARD

The 2016 presidential election season has been viewed as one of most HISTORIC and CONTENTIOUS in history.

ITINERARY

After the votes have been tallied, travel to Washington, D.C., to discover where POWER lies, and to learn what the new president faces.

DEPARTING

Gain EXCLUSIVE insight and perspective with the guidance of a New York Times-selected journalist.

TRAVELERS

5

days

Dec. 5, 2016

Limited 24 guests

to

29

Project 2

30

2020 Calendar In this project, we had to design two different calendars for 2020 based on a designer and concepts we think of when it comes to the year 2020. We first researched the designer and learned about their design style. Then, we made a list of words that described the mood of 2020. We chose a word from the list and made a mind map. From the big jumble of words, we chose 3 keywords to help start the concept for the calendar. The 3 keywords also came with a mood board. Next, we began sketching ideas for the layout and content of the calendar. We moved to the making process, whether it be digitally and/or physically made. I was assigned Martin Venezky as my designer. His design style is more of a heavily experimental collage type. The 3 words that I chose from my mind map was experiment, celebrate, and connection. I wanted to have the days to look like fireworks or exploding out since it looks like a celebration. I tried to follow Venezkyâ&#x20AC;&#x2122;s way of making, but I thought it was really tedious and time-consuming. I would have to cut many different letters and tiny pieces of tape, which made me lose my mind. I tried to digitally represent the experimental aspect, but it turned out to be too digitally perfect and didnâ&#x20AC;&#x2122;t really represent his methodology of making. So, I was pushed back to the physical experimentation of letters and numbers. I didnâ&#x20AC;&#x2122;t exactly follow his way of cutting and taping.

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I first made a letter or number digitally in Illustrator, printed it out, and either crumpled, cut, or folded the paper. Then, I used an app called Adobe Capture on my phone to scan the new and unique shape of the letter or number. I can take the image of the letter or number back into Illustrator and edit it and placed it onto the calendar. I used this method throughout all the elements of my calendar. 34

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Project 3

38

Type Specimen This project is designing a four-panel mailer and poster showcasing our assigned typeface. The mailer is sized on 11x17in paper and is folded down to 5.5x8.5in to read like a book. All information about the typeface and its designer are designed within the four panels. For the backside of the mailer, it was a poster that contained a chosen body of text from a short story, a paragraph from a newspaper, magazine advertisements, schedule, poem, song lyrics, or others to highlight the unique qualities and characteristics of that face. We started off with many layout sketches for the four panels. Then, we brought a couple of them into Illustrator. We refined our best idea to be the final design. The same process went for the poster, too. The typeface I was assigned to is called Akzidenz Grotesk, and its designer is GĂźnter Gerhard Lange. Akzidenz Grotesk was designed for advertisements and commercials as opposed to fine print. In my first panels, I modified the k in Akzidenz to extend the stem upwards, and the k in Grotesk to extend the leg diagonally. In my second and third panel, there is a modified G with its spur extended diagonally across the two panels. The contents are aligned with the diagonal. Another line with the same thickness is added perpendicular starting near the middle of the two panels. This line also extends into the fourth panel, where I show the characteristics of my typeface. For the poster, I chose a 90s advertisement from Volkswagen since Akzidenz Grotesk is used for commercials and both Volkswagen and Akzidenz Grotesk are German. I had the body of text to look like a car.

39

Presenting America’s slowest fastback. There are some new cars around with very streamlined roofs. But they are not Volkswagen. They are called fastbacks, and some of them are names after fish. You can tell them from Volkswagen because a VW won’t go over 72 mph. (Even though the speedometer shows a wildly optimistic top speed of 90.)

So you can easily break almost any speed law in the country in a VW. And you can also cruise right past gas stations, repair shops and tire stores. The VW engine may not be the fastest, but it’s among the most advanced. It’s made of magnesium alloy (one stop better than aluminum). And it’s so well machined you never add oil between changes.

The VW engine is cooled by air, so it can never freeze up or boil over. It won’t have anything to do with water. So we saw no reason to name it after a fish.

40

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The VW engine is cooled by air, so it can never freeze up or boil over. It won’t have anything to do with water. So we saw no reason to name it after a fish.

The VW engine may not be the fastest, but it’s among the most advanced. It’s made of magnesium alloy (one stop better than aluminum). And it’s so well machined you never add oil between changes.

The VW engine is cooled by air, so it can never freeze up or boil over. It won’t have anything to do with water. So we saw no reason to name it after a fish.

There are some new cars around with very streamlined roofs. But they are not Volkswagen. They are called fastbacks, and some of them are named after fish. You can tell them from Volkswagen because a VW won’t go over 72 mph. (Even though the speedometer shows a wildly optimistic top speed of 90.)

So you can easily break almost any speed law in the country in a VW. And you can also cruise right past gas stations, repair shops and tire stores.

The VW engine may not be the fastest, but it’s among the most advanced. It’s made of magnesium alloy (one stop better than aluminum). And it’s so well machined you never add oil between changes.

The VW engine is cooled by air, so it can never freeze up or boil over. It won’t have anything to do with water. So we saw no reason to name it after a fish.

America’s

So you can easily break almost any speed law in the country in a VW. And you can also cruise right past gas stations, repair shops and tire stores. The VW engine may not be the fastest, but it’s among the most advanced. It’s made of magnesium alloy (one stop better than aluminum). And it’s so well machined you never add oil between changes.

So you can easily break almost any speed law in the country in a VW. And you can also cruise right past gas stations,

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There are some new cars around with very streamlined roofs. But they are not Volkswagen. They are called fastbacks, and some of them are named after fish. You can tell them from Volkswagen because a VW won’t go over 72 mph. (Even though the speedometer shows a wildly optimistic top speed of 90.)

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43

Presenting America’s slowest fastback.

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Project 4

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Book Cover Redesign For this project, we had to choose any book, and redesign their book cover. The dimensions are 8.5in x 11in. It is typography focused, so that we can express the mood, concept, and/or theme of the book. We were encouraged to explore other ways besides creating graphics on Illustrator. Imagery can be included if it is part of the typographic forms and works with the title. We had to think of different methodologies of image making and working with typography. In the beginning, we chose two books, and made many sketch ideas for both. Then, we chose one of the two books that we feel more attracted to based on the sketches we made. I chose The Joy Luck Club by Amy Tan, and Ready Player One by Ernest Cline, and I decided to go with The Joy Luck Club. It is about four Chinese American immigrant families in San Francisco who start a club known as The Joy Luck Club, playing the Chinese game of mahjong for money while feasting on a variety of foods.

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I wanted to incorporate the mahjong tiles because of its significance in the book. Since my family loves to play mahjong during parties, similar to the Joy Luck club, we had two sets of them. I scanned a couple random tiles, a blank tile, and three dice, and played around with their positioning. For the background, I wanted the texture to be close to the mahjong table. Although the table top is usually green, I saw a piece of red felt and decided the texture was close enough, so I scanned the piece of felt. 55

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# Typography Process Book

USFCA Typography Fall 2019

# Typography Process Book

USFCA Typography Fall 2019