Typography — all of it — has symbolic value, a symbolic power. Most type is meant to be read, however; it is a medium, mediating communication for and to us. Type that screams, “Look at me! Look at me!” rarely is a good type choice. Readers should rarely even notice the type, like referees or umpires, instead interacting immediately with the message the type is carrying or delivering.
So, for Monday, 10 Visual Rhetoric students will do one of two typography mini-projects, five each. Half of the class in each section will imagine themselves a part of one of the following two scenarios:
1. You are running for election for president/emperor/empress/czar of BerryLand, a fictitious wonderland of 28,000 (really noisy) acres in NW Georgia. Develop or choose a typography you will use in your campaign, just as Obama chose Gotham, a type designed by Hoefler & Frere-Jones.
1. Type up and submit a paragraph explaining why you chose what you did, and how it symbolizes or communicates your values or qualities as a candidate. Think of key words, like “trust,” “transparency,” “stability” or “change.” Spend some time thinking about what qualities you would want associated with your campaign. Spend some time researching type sets. Include a sample of your type choice with your submission.
2. You have just been put in charge of Google’s Android phone project, a handheld phone made to compete with the iPhone. You have to choose or develop a type the phone will exclusively use. This is type, then, for a very small display space. Type up and submit a paragraph explaining why you chose what you did, and how the type is appropriate if not ideal for the phone’s display. Include a sample of your type choice with your submission.
Where to find type sets:
- Hoefler & Frere-Jones (which just unveiled “Tungsten”)
- Thinking With Type
- Periodic Table of Type (longish download)
- Type Quiz
- Design your own type (from your handwriting)
Due: Bring in to class Monday, March 22 (after Spring Break)