OUGD403 (Studio Brief 3) Further Research

After gathering the initial research from Will, i started to look further into the typefaces that I found represented him best. I chose his favourite typeface 'Helvetica' and also looked at 'Futura' as both of these fonts a have a simplistic approach and they both create a neutral approach and have good clarity, they can also be used for a wide range of practices. Both of these typefaces are sans-serif, which reflects the modernism and simplicity that interests Will. 

Above are some examples of these two typefaces. Both of these typefaces are simplistic, which refers to Will having a very laid back personality, they are clean and cutting edge. These styles are far from over the top, which suggests to me that using a script typeface as my starting point would not be suitable as script fonts are very decorative and are based on calligraphy, which does not relate to Wills personality as his interests lie within modernist graphic design.

Modernist Graphic Design

The cutting edge, new and original style of design. This is the attempt to find new and hidden meanings in the human experience and is communicated to the audience in a clean, straight forward, compositional format. 

Modernism is a term used in the aftermath of the 1st world war and the Russian Revolution in a period where the artistic avant-grade dreamed of a new world free from conflict, greed and social inequality. The term modernism was used in graphic design itself since around 1925-1930, as once economic conditions improved designer had to reassess their work, adapting it to a mass market and sometimes  even to the demands of fascism. Initially before this time modernism was was only largely experimental but then moved from the sketch board to the real world. Modernism has survived for all this time and still remains a powerful force of the design world of today. (Designing a new world V&A: 1)

I looked into the designs Will had originally showed me, and I found them very interesting. 

Mike Joyces - Swissted 'punk meets swiss designs' identify a good example of the research I have done about Will, they show simplistic and clean cut type that is not overly fussy. Neville Brodys use of type and imagery use a wide range of visual communication media. The type is strong and gets the message across, the combination of the type and imagery is not overpowering, and it provides the audience cutting edge design.

Design Sheet - summary of research