OUGD403 - Studio Brief 02 - Initial Ideas

Idea one
Typeface: CLARENDON
As Clarendon has display applications (used in poster designs), this idea manipulates letterforms by folding them in or back on themselves, taking inspiration from the look of a poster when the edges start to peel off a wall or fold in on itself when you try to hold it upright. It would also make the strokes thinner and flimsier in contrast to Clarendon's original thick slab-serifs which give the idea of strength. Removing these slab-serifs at the bottom of each letterform would also make the letterforms top-heavy and unstable, which essentially makes them fold back on themselves.

Idea two
Typeface: CASLON
This typeface uses thin crossbars and strokes on particular letterforms, which is already in keep with the idea of flimsiness, as it could represent a thin material or structure. The sharp slants on some italic uppercase letters give the impression of the letterforms falling over, which could again be heightened through the folding of letterforms. Using uppercase would create more of a contrast between thick and thin strokes, and the idea of unstableness.

Idea three
Typeface: CASLON
Break up the strokes in individual letterforms to create loose connections and structures. For example, snap the thinner strokes away from their serifs and slanting other strokes to give the impression of falling. The use of uppercase would give more straight lines to break in relation to this idea.

Fig. 1. Rough initial ideas sketches.