Type as Image
Elevate
Typography 1 Fall 2006
Instructor: Joan Dobkin
Project Objectives
1. Communicate ideas typographically
2. Enhance design process skills
3. Understand both the form and meaning of letters
4. Use typeface to communicate visual information
Project Description
Students were asked to create a composition that visually communicates the meaning of a word. Formal qualities they were asked to explore include: typeface, placement of the word within the composition, and scale. The design was to be restricted to the use of the word, thus no image or picture could be created that would express the meaning of the word.
Design Rationale
The following artistic elements needed to be focused on in order to create a dynamic design: placement of the word on the page, size of type both in relation to the page and in relation to one another, kerning, relationship of the word to the edges of the composition, and typeface characteristics. Elevate effectively addresses all of these characteristics. The word Elevat is centered along the bottom edge of the composition. The final letter e floats high above the rest of the word in the upper right hand corner, thus all edges of the composition are engaged. I chose a simple serif font, Book Antiqua, as the concept was so strong that the choice of font would not have a great effect on my design. The size of the font was dictated by the eight inch width of the composition. I made the type large enough so that the word would fit in the composition with roughly a one inch margin of white space between the word and the side edges of the piece.
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