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GQ Issue Nov. 2012 homepage mock-up layout #2

GQ Issue Nov. 2012 homepage mock-up layout #1

Helvetica - Documentary

          Helvetica was a very informative and inspiring documentary. I don’t think I’ll look at fonts or typefaces the same way. Whether it is expressive with animations or simple with bold plaintext letters, there was some sort of rationale or plan behind the decision. In the documentary, someone one who was interviewed called Helvetica the typeface of “modern society”. I couldn’t agree more based on the countless advertisements, storefronts, road signs, and practically every informative sign that used Helvetica. Helvetica is definitely ubiquitous. It is extremely clear, neat, legible and professional.

           On the other hand, while some believe that Helvetica is the typeface of modern society and the most popular typeface, others such as Erik Spiekermann in the documentary, calls it “bad taste”. He goes on to say that typefaces should be handwritten, with contrast and rhythm, something Helvetica lacks. In addition, he calls Helvetica a “default” typeface, one that everyone uses and breathes. I can’t say I do not agree with Spiekermann and I can’t say I do. I simply believe that there’s a typeface fitted for particular mediums and situations. And Helvetica’s smoothness and clarity just fits for most.

Before watching the documentary, I did not know fonts were created with so much analytical focus, such as analyzing the counters, the spacing, how curved strokes relate to straight strokes, or whether it has a serif or sans serif, and how it speaks to the readers. All of these points were part of the thought process in creating typefaces and I was definitely impressed.

Poor Typography

1. (Above) I didn't feel this sign was effective because there could've been more work done to it. The word "Gift Shop" are too plain and dull. However, the capital letters and the font are crystal clear to people who walk by, but it doesn't sell. In general, when i think "gift shops" i automatically associate it with fancy, unique, memorable toys and special occassion gift cards. On the other hand, when i look at this particular sign with that type, I don't visualize the same things. 

2. (Above) The thing that really bothered me about this sign was the scale of it. The apartment building was relatively large compared to the miniature size of the sign. One would need to lean over the garbage dumpster to see the words on the sign. Additionally, I felt as though the choice of background was poor. The glare on the sign made it difficult to read.

 
3. (Above) This sign stood out to me in that it had no consistency and balance. Some words are horizontal and others are vertical. I felt as though there was no plan placed in creating this sign. The type is very basic and the words "Be Careful" seems to have just been squeezed in just so its there. A more creative type would help make this location stand out more.

4. (Above) The type on these signs are too close in proximity. Not only that but there are two signs directly on top of each other. If the letters were spread out a bit more, particularly on the large capital letters, it would be a lot clearer and look cleaner.

5. (Above) Just craziness! As i walked by this place, there were signs on top of signs on top of more signs. Extremely overwhelming. The Chinese characters were not legible from a distant because they were printed too small and too narrow. The telephone numbers on the blue banners were placed too close to one another. There was just too many different styles of type and sizes all placed together in one area.

Effective Typography

1. (Above) I found this to be a very attractive and creative approach. Looking at the legs and joints of this font, it provokes a jolly and happy emotion. Utilizing capital and lowercase letters within the type also creates a playful feeling. The type works well with the purple outlines with matches the colors of the lighting and walls inside this high-tech hotel. It stands out very well on a positive background because the buildings and windows surrounding it are black. 

2. (Above) This sign is very noticeable and direct. The type is on a bright background with information in a black and red font color. The spacing between the words and letters are legible and clear. The use of the red provides an automatic shift on the eyes making it easy to see a new set of information, which in this case is a important telephone number. The sign is strategically presented on a set of staircases allowing every persons eye to meet the sign as they make there way up those steps. 

3.  (Above) A very large sign on a window of an office building. The sign follows an information hierarchy template: with the main message in a large font, followed by additional information in a medium font and lastly the detailed information in the smaller font. This is probably a strategic way to lure people's attention to step closer to the sign. The bright red background drew my initial attention followed my the order of the messages n the sign. The type presented is easily legible with simple fonts and the spacing is adjusted well to the different sizes.

 4. (Above) This sign stood out very well just as I strolled by at Lincoln Center. The type used is very large and bold. The sharp corners and edges of the type fit very well with the architecture of the Lincoln Center. In example, the disconnected lines, yet very close, draws inspiration from the large windows and structures on the building. The whole schematic of the different fonts and size and the use of only two colors in the type gets the message across and shows good rhythm. 

 5. (Above) The style of the type is very unique. The style probably has a historical meaning. The word "Emporium" means a "large retail space" and I personally relate the word "emporium" to a grand, magical, setting. Therefore, the script-like font fits perfectly with my image of a magical, large, and expensive...supermarket! The type has emphasis on the words, "food emporium" and the letters "F" and "E" which make it stand out very well and legible from a distant.