Design and Execution
Execution
My final stage is, to further adjustment of technical and typesetting. After detailed analysis, my eLA’s suggestions highlighted some technical matters to be considered. While the use of colour may add appealing and sense of the title and the section heading, however; it need to be consistent. Therefore, colour applied to each section heading, and only, in an orderly manner of the bold words. Additionally, same colour applied to the title section bar to emphasise the word ‘Typography’. In doing so, an aesthetic visual appearance is retained. Accordingly, spelling and good typesetting will refine readability and make each paragraph legible. By making correct line breaks, I maintained ragged edges, and flow the text smoothly. That was the most challenging stage in the project, is to provide individuality to the final typographical elements.
Typographic Detailing
Practically, typeface identification must be relevant to the era , therefore; the type specimen sheet designed to contain, detailed attributes of each inherent typographical element. Based on my research, I find that, various typeface has been in use during the 50s, due to the high calibre of advertised and printed materials. Film, music posters and Jazz CD covers, tend to manipulate attracting, yet stimulating typeface.
Title Heading Helvetica LT Condensed Black Regular PT. Size 60 Leading 52
Title Heading 2 Helvetica Bold PT. Size 57 Leading 68.4 Tracking -10
Title Subheading Helvetica Regular PT. Size 36 Leading 35 Tracking -10
Section Heading Helvetica Regular PT. Size 26 Leading 24
Lead Paragraph Optima Bold PT. Size 20 Leading 24
Body Text Optima Regular PT. Size 20 Leading 24
Captions Helvetica Regular PT. Size 14 Leading 16
Credits Helvetica Regular PT. Size 8 Leading 24
Author Helvetica Regular PT. Size 10 Leading 12
While of magazines and books, more systematic and formal approach has been conceived. However, I noticed, that most of the typefaces designed during the 5os, has been increasingly in use by the end of 1950 and early afterward. Typeface designers, such as; Zapf, Frutiger, Aldo Novarese and Max Miedinger epitomise the involvement of typeface design, as technical and aesthetically form.
In 1957, Helvetica typeface marked the epic of the international typographic style, and as a symbol of the Swiss typography.
My choice of the typeface, is to match with the period specific typographical typeface designer and, to put an emphasis on Zapf’s typeface , I consider the body text to be ‘Optima’. An ideal of the modern, yet classic.
Execution Details
The following screen capture presents detailed execution process, by which, working with grid system, baseline grids and styles provides great precision.
The execution details illustrates, accurate and precise management of each element. I learn from this challenging task, that design is order and, discipline brings beauty to the overall feel and look of the information sheet.
Next week entry will be the final stages, feedback and reflections.