Lupton "Letter" | Montesdeoca

Campus Delivery's type on their menu drives me nuts. It seems as if someone just stopped and randomly picked this ornamental font. I think it neither complements their business concept nor is it visually appealing. Not to mention that it does not match their word mark "SU CAMPUS DELIVERY", a sudo perfect-through tracking and kerning, at all.

Fast Company

One of my Christmas gifts this year was a subscription to the magazine Fast Company. I had never read the magazine before, but when it showed up in my mailbox the title really caught my eye. I was excited about this magazine, even though I knew virtually nothing about it.

First, the dissection: it is in all caps, which commands attention and implies power. The variance in point size and kerning for the "A" and the "O" help create the illusion of speed and provide a focus of interest. The slab serifs are modern and clean.

This wordmark communicates what the magazine is trying to accomplish: it is professional, yet fresh and innovative. Fast Company states their mission as:

Fast Company sets the agenda, charting the evolution of business through a unique focus on the most creative individuals sparking change in the marketplace. By uncovering best and "next" practices, the magazine and website help a new breed of leader work smarter and more effectively.

Fast Company empowers innovators to challenge convention and create the future of business.

I think they did a fabulous job creating their wordmark. It seems to communicate more than even their name does. It is exciting and promising.

Lupton "Letter" | Tocci

Since I am a word nerd, the first aspect of graphic design that usually strikes me first is how it enhances the meaning of the word and the language (told ya I'm a word nerd). I feel like the wordmark for Cosmo is completely in tandem with the meaning of the word "cosmopolitan" and the contents of the magazine. The tight kerning gives the sense that the content is personal and intimate. The sans serif font gives off a young, modern, half-professional/half-fun vibe. The lack of ascenders and descenders indicates that Cosmo is straightforward and no-holds-barred. When I think of cosmopolitan as a word separate from its magazine ties, I think of sleek, young, poised, and fun, which describes the type of women Cosmo claims to target and is evident in the wordmark.

Lupton "Letter" | Davis

I went on a cruise to the Caribbean over winter break and I must admit, the Royal Caribbean logo really bothered me. In particular, the serif font is really flimsy. Plus it's been kerned to death. There is barely any breathing room between the letters. The font is too weak to represent a cruise line that operates some of (correction, the) biggest cruise ships in the world (the Oasis of the Seas is ridiculously massive). Plus, there’s no space between “Royal” and “Caribbean” so it reads RoyalCaribbean. What does the text say to me?: that Royal Caribbean is traditional, up-tight, formal, stuck-up even. But they’re not! They’re laid back, fun, free spirited, friendly. And to add insult to injury, the “international” just looks awkward sitting down there. It makes all the text off balance in relation to the anchor/crown logo.

I would set “Royal Caribbean” in a bold (but not too bold) sans serif font. OR, they could stick with a serif font (as serif fonts tend to be more, well, royal-ish, for lack of a better term). Just be sure it’s strong and modern.

Lupton "Text" | Montesdeoca

American Apparels san serif font is one that sticks out to me as a font that perfectly captures the company's personality. It is simplistic, yet screams modern- especially when it is paired with American Apparels edgy photo shoots. It's bold letters which are tracked close together add to its appeal, which make this word mark act as a great visual entry point into their advertisements.

Week 1: Lupton "Letter"|Shaer

One typeface that has remained ingrained in my mind since infancy is the Cheerios logo.  What was once a bold, playful, sans serif font has evolved into the sophisticated, serif, age and gender-neutral wordmark that it is today. I feel that the typeface that Cheerios uses is very appropriately linked to the product. Cheerios are advertised to be consumed by everyone, regardless of what stage of life you are in. The text allows the cereal to appeal to a wide audience because of its neat yet relaxed appearance with a hint of flair dotting the “I.” The fact that the logo is simplistic gives me the impression of confidence in the product and a notion that the cereal maybe on the modest side in terms of taste (not smothered in sugar or multi colored).

As a side note, I found “Letters” to be very informative and compelled me to reflect on the major typefaces I see on a daily basis. I believe Ellen Lupton would be in agreement that the Cheerios typeface properly suits its product. 

Week 1 Lupton "Letter" | Paterson

The typeface that has bombarded me since early childhood represents one of the most successful production companies in the world. The Walt Disney Company’s logo is most well known for the signature typeface used to spell “Walt Disney.” This script type has been transformed to modernize the company as it becomes known for their Imagineering and technical savvy. For example, while Walt Disney started the company as a “mom and pop” organization, the logo was simply Disney’s own signature:

As the company grew larger and larger and developed an image surrounded by wholesome children’s entertainment and a knack for both imagination and reality, the original signature lines gained a heavier weight and became smoother:These changes created a sense of modernity as well as a cartoon-like style that would attract people of all audiences.The design of the Disney typeface is extremely appropriate for the audiences they are trying to reach. This signature attracts both children and adults because it gives a welcoming sense that the original founder’s vision still influences the company, but it is still keeping up with, and is maybe even ahead of the times.

I think that although I already have background knowledge about the Disney company (but then again, it’s everywhere), the typeface most definitely provides the consumer with a general idea about what the company’s reputation is and what they are hoping to accomplish with their films. The fact that the type is unique to the company (who else could use a Walt Disney original signature?), represents their creative ability and innovative character. I think Ellen Lupton would agree that the Disney typeface does the job for which it was intended.

-Amy

Lupton "Letter"

One font that I always remember is font of the New York Times. I think it perfectly fits the magazine's idea of itself: quality reporting, traditional, nothing frivolous. It seems like an older font, or if it is new then it is based off an older font. It is calligraphic, very similar to Old English.

Additionally, the 'branding' is very effective - a lot of people see Old English font and immediately are reminded of the Times. It is very memorable: the serifs, the stylized T/N/Y/T, etc.

Week 1 Mao

I have always been the kind to judge the quality of something-- whether it be a restaurant, a book, or even a bottle of Vitamin C pills, chiefly by its typographic layout. In my view, if an item appeals to my visual senses, I will buy it without further questioning the true quality of its content. (I know, this is very shallow of me).
With that said, this weekend me and group of friends wanted to go somewhere "bon appetite" for a girl's night out. After searching numerous restaurants on a local directory, we narrowed it down to a few, one of them being Pastabilities, an Italian homemade-style eatery located in downtown Armory Square. Though, I vaguely remember how delicious their focaccia dipped in white clam sauce was over the summer, I did recall the few postcards I had taken at the time, which are now hanging on my overhead bulletin for decoration purposes. However, being a type freak, I carefully scrutinized the two post cards (which I have uploaded below) before making any last minute decisions.

The first one has a picture of a man wearing a team "pasta's" shirt striking a juicy bowling/meatball down center lane. Underneath is a caption titled "Another in our Evolution of the Meatball Series", in a sleek modern sans serif font. This is a good choice--does not distract from the image rather adds clarity. To the left of the post card, in all caps, spells "PASTABILITIES" which is rotated 90 degrees and slightly justified to both top and bottom margins. This type combines a modern typeface with a slab serif edge for emphasis on the "P, A, L, E" letters. Underneath is a contrastingly sleek, geometric sans serif font (perhaps Futura) that tells the location, address, and telephone number of the place. Together, I think this captures a sense of up-scale, wine and dine sort of elegance. The picture and designated type combines luxury and enjoyment, which may appeal to a variety of audiences--families, friends, and even couples. Lastly, aligned right in small bold letters we see what this restaurant really stands for-- homemade pasta, bread, and food. From far away, I would have completely glanced over the "meat" of the postcard had I not known this was actually an ad for an Italian restaurant. Personally, the message could have occupied the entire bottom area, leaving lesser negative space, whereas the picture formatted to a smaller ratio. Also, notice the words "pasta", "bread", and "food" have been tracked to fit across the word "Homemade". I believe this could have worked better if instead they were justified and aligned center to "Homemade", with the addition of a larger font to emphasis what their meals truly encapsulates. By decreasing its tracking value may also improve the overall readability (this comes in handy during last minute decisions!)

The second postcard I snatched is polar opposite from its counterpart, in terms of typography, layout, elegance, and style. Here we have the "Pastabilities" wordmark, but this time in a white, old roman font that takes us back to the Medieval ages. This text adorns every letter with squiggles and extended lines, almost as if someone hand drew it. Notice the "P" and "S" are both capitalized and strikingly larger than the rest. This creates a visual balance, evening out the descender in the letter "P". The illustration underneath fits well with this old English typeface--a
depiction of what looks like a Trojan war in which "cannonballs" have been replaced with gigantic meatballs as weaponry force. The text and picture give this restaurant a rich, full of life quality--an experience "Pastabilities" ultimately wants their customers to enjoy. Even the watermark that frames the drawing centers around this embodiment of wealth and splendor. The rest of the text are featured in small caps--a cleaner serif font, which nicely contrasts the old English wordmark; this works as a nice supplement to balance the opulent illustration and bring back the formal aspects (message, address, location).

All in all, Pastablilities offers not only hearty meals, but visually captivating postcards that draw curiosity to what their menu really has to offer. Their postcards convey a wide assortment of the dining experience--from elegantly modish, to a rich, full throttle escapade of endless possibilities (which by the way holds truth after tasting their famous carbonara :)

Lupton "Letter"

I was looking around my room and looking at the different posters and other things hanging throughout the room. One of the first things I stumbled upon was a Chelsea soccer jersey. The typography of the sponsor, Samsung, on the front stuck out to me. The type is all upper case in a sleek and very clean font. The A has no middle section creating a very modern and clean look which I believe translates well for the companies style and products.

One example of a typography that I didn't feel worked very well was on a poster that is hanging on my wall. The type reads, "it's all about character" in all lower case. The type is very plain and uninteresting, almost kiddish in sense. I find this is a bad use of typeface because it doesn't grab the viewers attention and is boring to viewer and sets the tone for a boring and not eye popping poster.

Handout on the Process of Creating a Resume

For those who did not have the second page of the handout titled "The Process of Creating a Resume," here are both sides. As always, let me know if you need a copy of something and I'll try to just post up here. I'll also be posting fun videos that I hope will make you laugh, if not give you inspiration for the major design projects this term.

Cheers,
paul

Week 1: Lupton "Letter" Starter Post

Get ready. You’re going to start looking at the world in a different way. Instead of merely reading a sign, or magazine spread, you’re going to start dissecting what’s working for a design and wondering what typeface is being used. It may drive you nuts, but you will still view the world in a different way.

Type is everywhere. You can’t escape it – on your cereal box in the morning, receipts from meals out, building signs, newspapers (who reads them?), magazines, signs that may or may not help guide you through the labyrinthine halls of Newhouse.

You’re surrounded. Sorry, guys, if I’m just now breaking this to you, but this message is also type. (Anyone remember the old elementary school gag about telling someone they’re epidermis is showing? Well, it’s kind of like that).

While you probably all knew that type is everywhere, now it’s time to start thinking about the back end of these everyday assaults from type. Designers carefully (for the most part) choose these typefaces after a great deal of consideration about for what appropriately conveys the message desired by a client.

For this assignment you will be responding to the chapter entitled "Letter" from Ellen Lupton's Thinking with Type.

She discusses how typography derived from handwriting and evolved over the years. Through the evolution of type during the Renaissance, Baroque, and the Enlightenment periods up to present day, the preservation of type heritage became very important in the classification and identification of typefaces.

In graphic design, it is through these classifications (humanist, transitional, modern, etc.) that you will be able to express certain moods and emotions by selecting an appropriate typeface(s) to accomplish the message you are trying to send to your audience (and don’t forget to document these reasons in your written rationale!).

This is crucial legwork, in addition to sketching, for your wordmark/resume project currently underway.

From page 30 of Thinking with Type:

"There is no playbook that assigns a fixed meaning or function to every typeface; each designer must confront the library of possibilities in light of a project's unique circumstances."

For this assignment, analyze and evaluate the uses of type in your life – whether signs you see walking around or type choices in print and online media you consume. Find, post, and discuss these examples of type in design used appropriately, or even inappropriately, and the message the designer is trying to send to his/her audience. What about the choice helps the message and works? Keep in mind the discussions we've had in class.

For example, it drives me NUTS to see the sign at the Bleu Monkey Bistro on Marshall Street. It’s totally an example, in my opinion, of type used poorly. Not only is the novelty typeface Papyrus used, but it has absolutely no communicative value. Based on the name and typeface, you’d NEVER know this was a sushi place. And the name Bleu Monkey makes no sense! To this day, I’ve never gone in there (yes, like Prof. Taylor I’m a type nerd), and I don’t plan on it, either. I urge you to seek sushi at other places (like Sakana-ya in Armory Square or Metro on Westcott).

So, that’s the starter post. As always, please feel free to shoot me an e-mail if you have any questions or have trouble getting screen shots or want other great restaurant suggestions. Also, please don't hesitate to come by office hours just to chat. Otherwise I'll just sit in there, awkwardly, and look like I have no friends.

Happy blogging!

pb

Welcome to the Blog

Heya Ladies and Gents,

I hope the blog will be an enjoyable part of this semester. Throughout the term it will be a way to continue the discussion beyond class and to learn from your peers.

Many of you will start looking at life in a completely different way after this course. I fell in love with graphics last summer when I moved up to Syracuse for grad school, and now I find myself in Wal-Mart wondering if I've correctly identified Futura as the font they use on department banners in store. Or watching Mad Men (AMAZING SHOW) and googling for blog posts about the typography.

Each week there will be one required post, and part of your grade will be based on your adherence to deadlines and post instructions. Before the end of the semester you’ll also be required to post at least 2 comments on the projects uploaded by your classmates. Project comments should be substantive, critical analyses of projects completed for class.

You’re not limited to the required posts! Please feel free to post as often as you’d like, provided you’re sharing relevant information to the course/projects/principles of design.

Advice for the Semester:

• Have FUN and enjoy this class! Think of this class as a creative outlet to relieve the stress of your other courses. You may end up a design nerd after this experience. That’s not a bad thing, and you can seek help for it.
• More importantly, this class is one of the only instances in which it is perfectly fine to be sketchy. By that I mean prepare early and often. Sketches/conceptualizing is crucial before you even step into the lab. Projects really do rise and fall on the quality of your planning. Brainstorm and sketch it out.
• Never underestimate the importance of strong hierarchy and organization in the lab. When you’re working, set up a folder structure that will make it easy for you to access and use your files for these projects.

I’m looking forward to working with you and getting to know you. Don’t be afraid to stop by my office hours if you have any questions or if you just want to talk. I’ve been through the graduate level graphics course which is structured the same way as this one. It’s going to go by fast, but I hope this semester is fun for everyone involved.

And don’t forget to blog it like it’s hot!

Cheers,
paul