Typography | ISTD
Project Brief
The ISTD Student Assessment scheme is reviewed annually to ensure that it reflects current best practices in both design education and industry. Strategy, research, target audience, concept development, typography skills, specifications, presentation and credibility are considered for this project. One of the following briefs had to be completed for this project: Lighthouses of the World, Agenda for Sustainability, Shaping the World, A Colourful Story or Typography Research Unit.
Deliverables
01 | Research and concept development document
02 | Strategy and specifications document
03 | Final deliverables
Design Strategy
For for project we were presented with many topics and the topic I chose to use is the 'Typographic Research Unit.' For this theme where we were required to promote the launch of the TRU, conveying its aspirations and role, through an inaugural event.
I decided to create an exhibition event with the theme of 'construction and deconstruction of type' and the name of this exhibition is (de)consruct. After a large amount of research and conceptual development, this was an ideal theme for the launch of the TRU, as it properly explores the ideals of typography by looking at how it is created.
For this exhibition event, I chose to create a promotional video. By using animation, basic colours and typography, I aimed to physically show the idea of the 'construction and deconstruction of type.' This further aimed to accurately depict the aims of the TRU as a body of typography enthusiasts.
Research and Concept development
The initial research phase of this project involves understanding the aim of this project and the brief given to me. For my project, that involved understanding what exactly the TRU was going to be and understanding its aims. I then did research on the history of typography and how it has developed and evolved over time. Research was also done on typography itself and what exactly makes up typography, including the elements and concepts of typography.
The concept exploration and development phase of this project involved coming up with different ideas and directions in which to take the project and, after deciding on one that i thought worked the best, exploring and developing that idea. After doing research on typography and understanding the aims and intentions of the TRU, I was able to come up with the concept of the construction and deconstruction of type. This concept led the development of my project and allowed to me come up with a way to convey and present the concept, being through a promotional video.
Logo
The logo for the TRU has been designed using a serif font, Didot. The letterforms have, however, been altered to allow them to be moved around amongst one another while still joining together. This shows the core concept of the TRU of typography having the ability to be constructed and deconstructed in many different ways.
Logo
Logo variations
The construction of the logo uses a grid structure that allows the letters to connect. The required logo spacing around the logo is equivalent to the serif of the ‘T’.
Logo spacing
Colour Palette
The colour palette for the TRU brand is monochromatic. The use of black and white as the only colour selections allows for a focus on the type driven elements, without the distraction of colour. While colour often aids the message of designs, the message of design here is conveyed, purely, through the typographic elements. The monochromatic black and white also links to the standard black and white type that we see on a daily basis, in printed books and newspapers. However, it more complicated than words on paper conveying a message as the design of the type conveys the messages.
Typography
The typefaces used within the promotional video and brand identity for the TRU are Avenir Next, Didot, and Arial. The main type face used within the video is Avenir Next and this sans serif type face has many font weights that were used. The basic, yet
powerful nature of the typeface allowed the message to be communicated clearly. The multiple font weights that were able to be used allowed for a hierarchy to be created within the message, and therefore allowed for the message to be communicated
expressively. The Didot font was used to create the logo for the TRU, as well as the logo for the event that the video was promoting. It was also used within the video to express the word ‘poetry’. This elegant serif font allowss for a sophistication to be brought to the brand and the serifs of the font allowed for the logo letterforms to be connected. Arial was used within the video to communcate the use of the ‘Arial, 12pt font’.
Typography
Typeface sizes
Grids
The promotional video is 1920px by 1080px in size. It uses a 12 row grid that allows for flexibility layout of the text as it offers a range in the height of the text within the video. The column grid is a centred grid that creates its restrictions along the outside edges. This creates a flexibility in the layout of the text, while ensuring a good amount of space is left along the sides of the video.
Event Development
The launch of the TRU is being promoted through an exhibition called ‘deCONSTRUCT’. This launch has been promoted through a promotional video that advertises the deCONSTRUCT exhibition. For this exhibition, a logo was created that linked closely with the TRU brand identity, while giving the event its own identity. Similarly to the TRU logo, the font, Didot, has been used and the same treatment of the letterforms has been used to create the logo. The name, deCONSTRUCT, links back to the purpose of the TRU of typography having the ability to be constructed and deconstructed in many different ways. This exhibition aims to show that concept in order to successfully communicate and promote the TRU and its aims.
Promotional Video Development
The promotional video acts as an invitation to the de(construct) exhibition, where the TRU will be launched. This video explores the theme of the construction and deconstruction of type by exploring the purpose and the power of typography.
Storyboards
The Final Promotional Video
