BRIEF
In this brief, students are instructed to plan, research, and eventually design a type specimen book and Instagram sequence to promote the typeface. The aim of this project is to broaden the understanding on the history and application of particular typeface, expose students to contextual and informed design practice, own professional and peer feedback throughout iterative creative development process, and learn presenting design artwork professionally.
STAGES OF PROJECT
1. Research: The history, application, and social perception of the selected typeface;
2. Planning: Grid system, material, user experience (reading scenario), hierarchy of information, content planning;
3. Design: Addressing grid system, design based on context experimentally.
TARGET AUDIENCE (READER)
Graphic designer, design students, book collector.
DESIGN CONCEPT
Helvetica is the representative typeface of International Typographic Style (Swiss Design). It was designed with the aim to be the universal typeface that can be applied to any design, used for messages of any mood. Due to its context and regular appearance, it is normally presumed as being rigid, emotionless, and solemn. Hence, I decided to challenge the general presumption by unleashing the playful potential of Helvetica whilst having its context remained. It is themed as “Anything but nothing, really?” to question and reimagine the potential of Helvetica.
This specimen book is an annual periodical to document the evolution of Helvetica year by year. It is to be collected and stored as a series on bookshelves. Audiences are invited to discover the funniest part of Helvetica, be intrigued by the new perspective to look at Helvetica in year 2021, and eventually be inspired to design using Helvetica. Considering the scenario, readers will read the specimen book in their studies. They will be showered by warm illumination and flip through it in slow pace. A sense of luxury, premium, and modernity should be suggested.
MATERIAL
The cover of the specimen book is black and white, with matte texture on the negative space and spot UV applied on the positive space. This premium-looking cover will manifest the spirit of Helvetica in 2021 appropriately. The inner pages will be printed on high-quality glossy paper to clearly demonstrate the vibrancy and gradient of colours, especially red.
EXECUTION CONCEPTS
The design of both specimen book and Instagram sequence employs red, black, and white as the major colour palette. This coheres with Swiss Design. However, the difference is that black is used substantially instead of red to get the brutality decreased and modernity increased. It is also the colour palette of Netflix, which reminds people of the storytelling vibe.
Throughout the book, I placed the characters of Helvetica in large scale to invite audiences to marvel at the consistency of weight of strokes where straight lines and sexy curves run through. The elements are well-aligned to each other. Spacing and positive and negative space are well-considered to enhance readability and legibility. Moreover, as a manifestation of the inexhaustible amount of Helvetica variants, I incorporated multiple variants at different compositions of the design as cues of information hierarchy. The distinctive features and variants of Helvetica are also officially introduced in the specimen book with clarity. The rhythm is comfortable with breath of display pages interspersing the book.
As the book tends to evoke a classy feeling, bottom margin is relatively spacious. Instead of only using the ordinary folio, I added a new device called “reading progress visual cue” beside the folio that enhances the reading experience. The hollow squares change to solid circles as readers flip through the pages. By indicating the reading progress, readers will feel assured, and the identity of the book will be reinforced. In Instagram sequence, cues are also introduced to prompt users to swipe through and save the post.
