OUGD404 - Type

This module allowed me to put existing knowledge on the use of typography within Graphic Design into practice. One element of this was choosing the appropriate typeface for use on three Penguin book covers. Research into the original elements of Penguin Classic books found that for the main body of information the typeface used was Gill Sans. This typeface was designed in 1926, originally intended for use within advertisements and posters. However, it’s clear and modern characteristics also make it good for use within book designs as it ensures clarity of information. In order to keep links and consistency between the Penguin book covers, it was decided to use Gill Sans as the main body of type. One personal aim for the design of these book covers was to attract a new, younger audience to the intellectual writings of three famous philosophers. Through producing imagery using contemporary hand-cut collage methods, this was thought to bring a new aesthetic to these historical books. Pairing this with the use of a sans-serif typeface which can be considered ‘modern’, it was felt that this aim was more effectively communicated than if traditional images and a serif typeface had been used.

Research into the attitudes of various designers and creatives on the topic of typography also allowed extra consideration of this element in the production of this work. For example, Massimo Vignelli is an Italian designer who has very strong opinions on the use of type within Graphic Design. He believed that “out of thousands of typefaces, all we need are a few basic ones, and trash the rest”. These typefaces are Garamond, Bodoni, Futura, Helvetica, Times Roman and Century Expanded. Vignelli also believed that the relationship between type and paper sizes is an important aspect of design. He believed, for instance, that the size of the type should not be increased to make the message louder, and calls this “intellectual vulgarity”. White space provides silence amongst a design and this should be the essence of all typographic designs.

Elements of Vignelli’s opinions on the use of type in design can be seen within the final produced Penguin book covers, whereby the main body of text on the front covers have been isolated into a clear band of information. This was done mainly to fit with the guides of the Marber grid, however also relates to this opinion of Vignelli’s since the information is surrounded by white space to ensure clarity of information and “silence amongst the design”.

Another designer whose opinions on the use of type within Graphic Design were taken into consideration were those of Josef Muller-Brockmann. In a similar sense to Vignelli, Muller-Brockmann believed that there were nine classic and led typefaces which should be considered before any other typeface. These have some cross-over with those of Vignelli and include, Garamond, Caslon, Baskerville, Times, Bodoni, Clarendon, Berthold, Helvetica and Univers.

Research into these classic typefaces suggested by Muller-Brockmann was transferred into the production of a series of publications on the use of colour within Graphic Design. The typeface used for the main body of information within these was Baskerville. This is a transitional typeface designed by John Baskerville, whose high contrast between thick and thin strokes make it a suitable typeface for use within book design. This was used therefore to ensure clarity and legibility of information.

Within the production of an A1 exhibition poster, an initial exploration of type was used in order to gain a sense of which typeface would fit with the desired aesthetics of it’s overall design. This made use of sans-serif typefaces similar to that of the Natural History Museum logo, which it was being used next to, in order to show consistency within the poster and avoid any clashes in the design. Consideration was also taken in terms of the scale of type. Since this information would be printed at a scale of A1, it had to be ensured that this type was not produced at a scale too large during the digital production process as this type would be far too large when eventually printed and could potentially compromise the overall design.