Overview
This was a typography project I completed in 2023 for a publishing class with the application of different graphic design techniques and layouts. Tasked to create a vertical 24x36” poster on a chosen typeface highlighting the different weights/styles, I utilized Adobe InDesign and Illustrator to complete this project in two weeks time.
History
I first analyzed the history of Garamond, one of the most well-known old-style serif fonts. The Garamond typeface was created in the 16th century, by French type designer and punch-cutter Claude Garamond. The typeface has a French Renaissance style mainly used in printing books and large bodies of text due to its smooth curves and simple serifs to manifest a regal appearance.
Design Process
Initial Design
I explored different layouts variations that mainly use negative space to create a clean, uncluttered, and elegant look that enhances readability and draws attention to key elements. Since Garamond has classic and refined letterforms, the negative space helps guide the viewer’s eye while adding a sense of elegance and sophistication, ensuring that the design doesn't feel overwhelming or chaotic.
Digital Iteration
Beginning the digital iterations, I developed layouts that experimented with enlarged characters, different colour combinations, character size variations and placement options. I followed some of the initial layout arrangements, but ultimately expanded on them to create more dynamic variations.
After several feedback and critique sessions, classmates and the teaching team were in favour of the style of Design 4. However, the spacing and positions between the text elements and large characters were a bit awkward. The double use of lettering on both sides seemed a bit repetitive and took up too much space. The integration of visual elements and overall rhythm needed improvement.
Revisions
With Design 4, it was a challenge for me to arrange each character in a way that framed the edge of the page well while still creating movement and maintaining legibility of the word. To improve the rhythm of the poster, I decided to experiment with the alpha value of the stone blue colour to have a gradual increase from the previous character. This not only assists in guiding the eye down but also creates a more dimensional feel. I also created a few variations utilizing symbols mixed with letters but ultimately decided to solely use letters to add emphasis at first glance.
Reflection
This project brought attention to the process of analyzing the history of a typeface and visually reimagining its narrative. The blue and ivory colour palette I chose exudes a timeless and elegant feel that highlights the fact that it was commonly used in books and other printed materials. The feedback I received provided valuable feedback in better organizing the different elements on the poster to promote legibility and adequate use of whitespace.
Overall, I am pleased with how the final design turned out despite the short time frame. Through this project, I gained direct experience in evaluating which design elements are effective and recognizing when something isn’t working instead of forcing it. Reflecting on these decisions can help reduce challenges down the line. For example, the initial version of the character typeset and the varying font weights didn’t work well with large, scattered characters. As a result, I removed the original typeset and found an alternative way to incorporate the different typeface weights. Achieving a result that meets and surpasses expectations requires significant time, dedication, and an openness to embrace challenges.
