A3: Found Type Design
The newly designed typeface for Atlantic Records aims to convey a fusion of the retro and the modern, the traditional and the avant-garde, while at the same time reinforcing its status as one of the most important labels in America. The fusion is embodied in a dramatic divide between the upper and lower bodies of the letters - the elusive and delicate is set on top of the solid and funky. It echoes the fluid nature of music as a product of the ever-evolving history, with the new taking a more distinct form overtime. The magazine, as a documentation of music history, is a ‘muse’ in and of itself; its visual elements are intentionally ambiguous and open to interpretations.
Style-wise, the typeface owes its inspiration to Boomtown Deco, a geometric sans serif display type and other largely geometric elements in the label’s logo and the site’s current typeface, Futura. The elongated shape of the letters projects a classy and elegant vibe – again, a counterpoint to the funky, and altogether molding an integrated yet rich identity. Due to its purpose as the header in the magazine, the type capitalizes on showmanship and is designed as a bold statement to attract its diverse audience.
The Design Process
Hand Sketches
Preliminary Brainstorming
Preliminary Exploration
Inspiration from A2
Inspiration from Existing Elements on the Atlantic Records Site
Inspiration from Other Fonts and Images
Reference:
Lupton, Ellen. Type on Screen: A Critical Guide for Designers, Writers, Developers, and Students. New York: Princeton Architectural Press, 2014.
