Project 2 – Quote me – Concept & Inspiration
Conceptual Thinking
My concept is to create a modern, simple and new typographical expression of Robert Bringhurst’s words, by breaking off with tradition of the layout. Inspired by the tenets of the Bauhaus, I decided to communicate my visual through the absolute clarity of elements, with emphasis on legibility and focusing on the scaling, alignment of the letters to reinforce the word meaning. Weight and placement were considered to establish informal hierarchies and enhance the meaning and communication. The rules I have broken are the setting of the composition tilted on an angle to provide dynamic of ‘The break’, and through contrast, spacing between components to give sense of authority and deliberate. I agree with my group to emphasis the words “Break the rules well”, and assign an authentic colour to be inherited. I decided to use the typeface, san-serif ‘Helvetica Neue’ for its structured unified set of heights and widths, additional weights which strengthen the message and add subtle and more harmonious recognition in text. Due the limitation of my version, stylised typeface was introduced to invoke balance. Finally, I received a positive feedback from my eLA and peers, that help to refine the outcome of my concept.
I captured the essence of the quote, is to break the rules, and to break them to make a beautiful, yet deliberate and well typographical composition.
Quote Analysis
Thriving to forge the meaning behind the words, and exploring the essence of ‘Beautifully Breaking’ the typographic rules for them to be alive. Robert Bringhurst’s quote defy the tradition, and draw attention to the energy of the visual form. For each word to be deliberately embellished, typography must be innovatively interpreted, and with graceful response.
‘Deliberately and Well’ must perform a vital meaning, it can be used to stipulate and function the quote, and binding the beautifully broken rules (Bringhurst 1992, pp9-11).
Research & Design Language
To convey the message of the quote, I research the Bauhaus typographic style, for its tenet of breaking with the tradition, with harmonious shapes, balanced block letterforms and stylised sans-serif letters. The emphasis of the diagonal layout, is to invoke the ‘Break’ and, to provide greater importance to the meaning of ‘Beautifully’; ‘Deliberately’ and ‘Well’.
This principle, I find inspiring, to communicate my visual through the absolute clarity of elements, and to focus on legibility, scaling and alignment of the letters grouped together. It is therefore, further research for a sans-serif typeface has been conducted, and the Helvetica Neue would be the perfect appearance. For its improved legibility, expanded weight and width versions.
The typeface, san-serif ‘Helvetica Neue’ for its structured unified set of heights and widths, additional weights will strengthen the message, and add subtle and more harmonious recognition in text (Strizver 2015).
Exploring the Typeface
For this poster, my choice is Helvetica Neue. For the simplicity of its form, sans-serif block weight tends to give sense of authority and gracefulness. The variety of stylisation gives contrast, and balance the composition. Experimenting different two typefaces, Helvetica Neue Condensed Bold and Light, this selection creates hierarchy and balance the grouped elements against each other.
Further experimentation with overlapping, crossing and linking, explores the visual hierarchy and examines the relationship between words.
Due to the limitation of the colour scheme, my initial choice was for the black, blue and red. However, I received a valuable critique from my lecturer, advising that; blue is very raw, I think to re-think my colour palette again.
Concept Development
My initial stage was based on the first idea sketch, and further development with kerning the letters need to be considered. In doing so, the visual of each letter-form change its relative appearance in relation to adjacent word, and give it an aesthetic visual appearance. Experimenting with kerning and leading the assist me to understand how to layer each word, moreover; provide individuality and uniqueness to each.
The second stage, I explore to tilt the design elements, to make words appear to be sliding, breaking and give dynamic to the shift. Adding more overlapping, grouping and isolating; to break the formality of the rule, make it beautiful and overlapped with deliberate meaning and well.
At the third and fourth stage, my ideas went so far, as my lecturer commented:
“Feel like you’ve gone too far with the breaking of the rules and now we need to pull it back and focus on the core messaging again.” Experimenting too far, sometimes distract the meaning, moreover, fade the message of communication.
At the end, I decided to consult with my group and my peers; and after reading my lecture’s feedback many times, I realised I must come up with the harmoniums, consistent, legible and fluid composition.
I agree with my group to emphasis the words “Break the rules well”, and assign an authentic colour of C=0, M=85, Y=90 and K=0 to be inherited. Also, I observed that grey tone, in the middle of this colour palette will balance and complete the colour integration.
Finally, I decided to position the author’s name at the bottom left corner from the canvas, which I can judge it closes the design and support the upper design weight.
Brief Reflection
The immense experience of this project was inevitable. Understanding that, typography is not only about details, it is the art and craft, of how to bring eclecticism to invoke beauty and gracefulness to each word. My lecturer, and the team taught me a new aspect of the typography, is to understand how to assimilate and translate communication throughout words and sentences.
Reference List
Bringhurst, R 1992, The Elements of Typographic Style, HARTELY & MARKS, Canada.
Strizver, I 2015, “TypeTalk: Helvetica vs. Neue Helvetica,” CreativePro.com, viewed 20 August, 2017, <https://creativepro.com/typetalk-helvetica-vs-neue-helvetica/>.
