Getting Creative With Typography

ImageHello again my fellow blog readers and colleagues. This week’s blog I will be discussing all about the world of creative typography (chapter 4 in the book, Communications Today,4th Edition) & what we need to know in regard to using creative typography in graphic design. So, without further interruption, here’s my newest blog, I hope that all of you enjoy.

The first thing that caught my eye through my personal reading of chapter 4 was the introductory quote from Hal Curtis, Creative Director of Wieden + Kennedy, you can find this quote on page 106. Mr. Curtis’s quote, along with Jan Tischichold’s point of view,and Jim Parkinson’s testimony on creative typography demonstrates how important it is to appreciate typographical influences of the past to help us better understand creative typography today & how this understanding will greatly help us in each of own personal journeys in the field of graphic design.

The second thing that caught my eye in my personal reading of this chapter was on pages 108-109, where it stresses the importance of using creativity wisely and the hard work & effort that it really takes to choose the perfect typeface(s) for each project. According to our authors of our book,creativity involves:

  • Research

  • Great attention to detail

  • Experimentation

  • Thinking outside the box

  • Risk-Taking

  • Perspiration

These tips not only are required to know by not just choosing the right typeface or typefaces in every project that you do, but with every aspect of every project that you do. I ask that each and everyone of you will keep that in mind with every project that you do, yeah some projects may take longer & be harder than other projects, but if you do not give up and put in the hard work & time that it takes to do a project from start to finish, the better graphic designers that we will be in the long run.

The third thing that caught my eye through my personal reading was on page 108, how important it is that the typeface or typefaces that you use in each and every project are not only appropriate for that project,but that are readable as well. According to the authors of the book, type should be chosen and arranged to achieve maximum readability. Also on pages 108-109,I learned that:

  • The typeface that you use for each project should suggest the voice of the message.

  • The typeface that you use must catch the audience’s attention.

  • The typeface that you use may establish identification.

  • The typeface that you use must be properly aligned & used.

  • Type can communicate through it’s own voice,volume,and sensitivity.

  • Improper typeface to a message = message epic fail!

Bottom line, be careful what typefaces that you use and how you use them! It could make your final identity sink or swim.

Through my personal reading of this chapter, I also found out some more crucial rules of thumb in regard to using creative typography on pages 112-126. I am going to simplify these important points so that each and everyone of you will understand without having to read a lot of text at the same time. So here is what I have learned through my personal reading of the remainder of Chapter 4:

  • Logos must have a large enough typeface size that is to be seen with everyone.

  • If the image or illustration lacks emphasis in the concept, the type that you use must become the main emphasis to replace the lack of emphasis on the image or illustration.

  • Choose the size of your headline type wisely.

  • Choose your typeface to tailor your target audience.

  • It is a graphic design no-no to hyphenate display type.

  • Examine your line breaks closely.

  • Adjusting letter and word spacing usually involves meticulous kerning & control.

  • Rebus design is the popular trend in the world of graphic design today.

  • Only use all-caps when you absolutely need to. Do not go overboard using all-caps.

  • Always weigh your words carefully.

  • Light weight font=subtle,gentle. Heavy weight font=Yelling, of high importance.

  • Italics are considered stylish because of its beauty & eloquence.

  • The baroque approach to type is Swash or Swash buckle style.

  • Mixing typefaces are a difficult task. Be careful what typefaces that you mix together!

  • It is recommended that you do not use no more than 3 different typefaces per project.

  • The reliable dropped initial letter is one of the oldest and most effective ways to break up a copy-heavy page.

  • Using a tint block or screened area at 20 percent opacity offers variety to a story or sidebar.

  • Extra leading between the paragraphs of a page helps brighten a page.

  • Crossing heads are invaluable.

  • Using subheads with a contrasting face/boldface or using a larger font type can help break up the gray of a page.

  • Bullets,rules,dingbats,and other various graphic embellishments can assist in opening up a copy-heavy page, but use them cautiously. Using too many of them can make a page look amateurish or unprofessional.

  • It is okay to use shorter paragraphs to help open up a copy-heavy page.

  • It is okay to use crossing heads or pull-quotes to break up a copy-heavy page.

  • The white space is a smart designers life saver.

Bottom line: all of these bullet points that I have typed above are very helpful advice for all of us in regard to typography in this industry.

In conclusion, I have learned so much crucial & helpful information about how I should use typography. I hope this and each and everyone of my summaries that I type up for each of you help you,as well to give you a great read. Please feel free to answer in your own terms to the 2 discussion questions that I will leave on the bottom of this blog. Until next blog my fellow blog readers and colleagues, have a blessed and wonderful day!

Discussion Questions:

  1. Why is it so important to break up a copy-heavy page?

  2. If you were doing a wedding invitation, what typefaces would you use and why?

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Introduction To The Branding Process Part II

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As I continue to read “Designing Brand Identity”, I fall more in love with the book with every page that I read. I also love the fact that I am learning key vital information that will help me survive out there in the graphic design field. Ladies and gentlemen, I hope each and every one of you enjoy reading this summary.

Through my personal reading, I continued to learn all about the brand designing process. The very first thing that caught my eye was on page 142. On page 142, it discusses the 10 basic design principles, which are:

1.Know why the change is needed.

2.Assess the impact of the name change.

3.Know your options.

4.Know what you are trying to say.

5. Say no to trendy names.

6. Specific names are not cool!

7. Empty vessel names are a no-no!

8. Make sure only you own your name.

9. Renaming a company does not change everything.

10. Transition with confidence.

Remember my fellow colleagues and readers, naming your business is no walk in the park. It takes a lot of thought and time to come up with, even if you are renaming your business.

Through my studies, I also discovered that color is approximately 60% of a decision maker in regard to your client, so to put it short and simple, choose your color wisely. I also learned through my studies that the other key factors that play vital parts of the creation of branding design include (along with color):

1.Typography

2. Logotype and Signature.

3. Sound.

4. Trial applications.

5. Animation.

6. Look and feel.

Bottom line folks, these key factors can make any of your design ideas sink or swim, so please choose wisely when you come up with your design ideas. Another key piece of information that I discovered was how the book stressed in regard to planning presentation meetings in advance. To me, this is crucial because if you wait until the last minute to plan your meeting, chaos will more than likely happen, PLAN AHEAD! 

The final thing that I will cover in my summary today will be correspondence. Did you know that even with advancing technology that the best form of communication is letters ? Yes, even though it is less common in the world today, letter writing is still the best form of communication done from one business to another today. 

To conclude this summary, I just want to say that this book was by far the best one that I have read. I have learned so much from this book and it has greatly helped me in my journey to becoming a amazing graphic designer. I will continue to read this book during my spring break, I kindly advise that my colleagues will do so as well. For those you who have enjoyed my blog posts, thank you so much, I love reading your sweet replies. Have a wonderful spring break my colleagues and blog readers!

 

 

Introduction To The Branding Process

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As I continue to read the “Designing Brand Identity” book, not only does it aid me in my journey to becoming a successful graphic designer, the more I enjoy the book. On Monday, my amazing instructor gave us the assignment of reading pages 90-141, a assignment which I happily accepted. Without further delay my fellow blog readers,colleagues, and Mr.Downs, here comes another great blog.

 

Throughout my personal reading of this assignment, I concluded the basics portion of branding and was delightfully introduced to the process of branding. As I started reading this chapter the other day, I was reminded of the definition of personal branding and the identity process (pages 90-91). In regard to these two pages, the main thing that caught my eye was “The 6 Career Secrets” which are:

1. There is no plan.

2. Focus more on your strengths over your weaknesses.

3. It is not all about you!

4. Persistance conquers over talent.

5. Make excellent mistakes.

6. Leave a imprint.

As I read these 6 simple steps, I found them to be so true. I also realized that I needed to apply this more in all aspects of my life. I would like to take this time to thank Daniel H.Pink for sharing his amazing secrets with me & my colleagues, it really helps out a lot. The second most important thing that caught my eye was on pages 92-100, which is it is okay to update your design over time. To me, I think it should be mandatory to update your logo at least every 2-5 years, in order to keep up with the latest logo trends and also to possibly promote business more as well. Remember, the more design work that you do, the better designer you will be. As I introduced myself to the process of brand design, this little vital piece of information caught my eye:

The Process for Success:

1. Conducting research.

2. Clarifying the strategy.

3. Creating your identity.

4. Designing your touch points.

5. Managing your assets.

As I read these steps, I was reminded of the importance of following the design process in the proper order. Remember, even one tiny skip in the design process can not only throw your entire project off, but it will also put your final identity at risk. Through my reading I also learned of how collaboration,decision making, intellectual property,and design management all will come into play in the making of a brand design. 

In regard to phase one of the design process, which is conducting research:

1. It is okay to request baseline information from the company that you are working with.

2. Always interview the stakeholders of any business that you are working with.

3. Come up with professional questions to ask your client.

4. Gain insight.

5. Research!

6. Use the testing technique.

7. Use the marketing audit technique.

8. Use the competitive and language audit technique as well.

9. Read out your audit signals.

In regard to phase two of the brand design process, which is clarifying your strategy:

1. Have a clear & defined brand strategy.

2. Redefine & create your brand strategy.

3. Narrow your focus.

4. Practice the positioning technique.

5. Say yes to brand briefing.

6. Naming is 20% creative & 80% Policy. 

In conclusion, I learned the final basic steps of branding and also delightfully introduced myself to the brand design process. If you have yet to get this book please get it, it is a great book with a lot of helpful information & encouraging quotes. I truly hope that reading this summary has had a positive impact on each and everyone of you. Until next week my fellow blog readers and colleagues!

 

 

 

It’s All About Branding! Part Two

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As I continue to read this amazing book, I fall more and more in love with the book and learn so much. Through my reading of “Designing Brand Identity” pages 50-89, again did I not only enjoy reading these 39 pages, I also learned so much vital key information as well. Please be prepared fellow colleagues, readers of my blog, and Mr. Down’s, here’s another great summary read that you are about to set your eyes on.

 

One of the first of many key things that caught my eye through my personal study was on page 50. On page 50, the book discussed all about the sequence of cognition & how it relates in regard to brand awareness. On this page, I discovered:

 

  • The science of perception examines how individuals will not only recognize stimuli, but will also impact the interpretation of stimuli in regard to a brand.

  • That the visual images that you create will be both remembered & recognized.

  • The three key components of sequence cognition are: shape,color,and form.

 

The second thing that caught my attention through my reading was the ways that you can use abstract marks, letter form marks, pictorial marks, and word marks in regard to designing your brand logo. I was also very impressed with the examples that they gave for each term. In regard to where the book discussed emblems I discovered a very vital piece of advice, “The elements are never isolated”(Wheeler, Designing Brand Identity, page 60).

 

Another thing that caught my eye through my reading was the examples that the book provided in regard to the use of dynamic marks in some brand logos. As I continued to read the page where the book discussed dynamic marks, I found this quote that is so true: “The visual identity needed to be a true reflection of what we heard or saw: an inclusive,vibrant, and vital institution built on creativity, risk, and innovation”-Bruce Mau. As I read this simple quote, I wanted to shout out amen, but I knew that I could not because I did not want to disturb my roommates and neighbors.

 

Through my reading I was also reminded of how the the latest technology has greatly advanced in the creation of our current brand logo designs that we see today. I also discovered through my reading of how the country of China alone has positively impacted branding design today as well and how they use positive words over negative words in their brand designs.

 

 

Through my reading I also was interested & impressed in how the book described private labeling as well. The book also provided great examples of single master brand, which is defined as monolithic brand architecture and multiple brands or pluralistic brand architecture.

Also through my reading I also discovered how both brand licensing, certification,and crisis communications also play key factors in regard to brand logos.

 

In conclusion, pages 50-89 tell us more about the vital techniques we need to not only know, but learn as well. If I had to come up with any piece of advice to my fellow colleagues this week, I would say this, remember my fellow colleagues, please do not read these summaries just to get a grade and please Mr.Downs, but take every word & advice from professionals already out In the field in this book & practice and think about this. I want each and everyone of you to succeed once you get out in the field, as does Mr.Downs. I know it may get hard and challenging at times, but everything that we do in class is important. Keep doing an amazing job my fellow colleagues, we got this!