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Playing with Type: 50 graphic experiments for exploring typographic design principles by Lara McCormick

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(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:70
042-079_29438.indd 70 10/24/12 2:45 PM
(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:71
042-079_29438.indd 71 10/24/12 2:45 PM
70 playing with type
(Text)
21
branding with type
Brand a business or movement using a
typeface. You should apply the typeface in
unique ways across different platforms
that fit the clients needs.
Write a creative brief for your brand:
- Who is the audience?
- What is your design strategy?
- Across what platforms will the brand be
implemented? Print, Web, signage,
apparel?
Determine what typeface is best suited to
do the job. Research origins of typefaces;
look at specimen books and type foundry
websites. Select type that fits the flavor of
the brand. Consider making slight changes
to an existing typeface in order to
customize it.
If you loved this, you’ll love this!
Type-Driven Logo, page 68
“Creative Week New York is a weeklong event organized by the One Club.
The club asked us to develop an identity that was quintessentially New York and
evoked the spirit of creativity. To do so, we focused on the mad collision of
billboards, street signs, shop banners, sale signs, and wild postings that are the
lingua franca of Manhattan. Our identity crystallizes this exuberance and
symbolizes Creative Week as the intersection of it all.
Typeface: custom
Designer: COLLINS:
(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:70
042-079_29438.indd 70 10/24/12 2:43 PM
project-based play 71
(Text)
Al Gore asked us to help him turn his Alliance for
Climate Protection into that catalyst. The Alliance for
Climate Protection has to be broader than any
interest group or political agenda. Its logo must be
updated to encapsulate the change we need to bring
about in society. The story of global transformation
began by flipping the m upside down—me becomes
we. The logo exists as a symbol, not just of the
Alliance for Climate Protection but [of] a new and
necessary global mindset.
Typeface: custom
Designer: COLLINS:
(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:71
042-079_29438.indd 71 10/24/12 2:43 PM
(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:70
042-079_29438.indd 70 10/24/12 2:45 PM
(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:71
042-079_29438.indd 71 10/24/12 2:45 PM
70 playing with type
(Text)
21
branding with type
Brand a business or movement using a
typeface. You should apply the typeface in
unique ways across different platforms
that fit the clients needs.
Write a creative brief for your brand:
- Who is the audience?
- What is your design strategy?
- Across what platforms will the brand be
implemented? Print, Web, signage,
apparel?
Determine what typeface is best suited to
do the job. Research origins of typefaces;
look at specimen books and type foundry
websites. Select type that fits the flavor of
the brand. Consider making slight changes
to an existing typeface in order to
customize it.
If you loved this, you’ll love this!
Type-Driven Logo, page 68
“Creative Week New York is a weeklong event organized by the One Club.
The club asked us to develop an identity that was quintessentially New York and
evoked the spirit of creativity. To do so, we focused on the mad collision of
billboards, street signs, shop banners, sale signs, and wild postings that are the
lingua franca of Manhattan. Our identity crystallizes this exuberance and
symbolizes Creative Week as the intersection of it all.
Typeface: custom
Designer: COLLINS:
(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:70
042-079_29438.indd 70 10/24/12 2:43 PM
project-based play 71
(Text)
Al Gore asked us to help him turn his Alliance for
Climate Protection into that catalyst. The Alliance for
Climate Protection has to be broader than any
interest group or political agenda. Its logo must be
updated to encapsulate the change we need to bring
about in society. The story of global transformation
began by flipping the m upside down—me becomes
we. The logo exists as a symbol, not just of the
Alliance for Climate Protection but [of] a new and
necessary global mindset.
Typeface: custom
Designer: COLLINS:
(Ray)
(Fogra 39)Job:10-29438 Title:RP-Playing with Type
#175 Dtp:225 Page:71
042-079_29438.indd 71 10/24/12 2:43 PM

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