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A promotion poster for the font Scala by Dutch typedesigner Martin Majoor.
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This is an assignment I made as part of my graphic design course at the Grafisch Opleidingscentrum (GOC). The assignment was to make a promotional poster for a font of my own chosing, I wanted to feature a font by a Dutch typeface designer and found the Scala of which I really liked the overall look and feel. Escpecially the characters "W" and "a" are my favourites! Also the fact that there is a serif and a sans version of the font is awesome!
 
 
About Scala
 
The Scala is designed by Dutch typeface designer Martin Majoor for Vredenburg Music Center Utrecht (the Netherlands), where it was launched on November 17th, 1989. The Scala was developed further and three years later, in 1993, Scala Sans was released. In the years after, the Scala family expanded with various versions of Caps, Condensed, Light and Black. But also Scala Jewels (1996) and Scala Hands (1998).
 
 
Poster
On the left side of the poster I made an typographic illustration featuring letters with unique characteristics which are typical for the Scala. These characteristics are also highlighted in red circles. The illustration itself resembles a circular theatre which is a link to the fact that the font is named after "Teatro alla Scala" in Milan, Italy.
 
On the right side there are is some information and facts about how Scala came to be and on the bottom there's an overview of Scala and Scala Sans.
Characters used are from the inside out: a, b, g, W, y, n and f
 
Serif to Sans
The Scala Sans was made using correction fluid and a black marker. Martin Majoor took the Scala, removed the serifs with correction fluid and modified the letters with a black marker. This leaves the skeletons untouched so the basic shape of the Scala and Scala Sans are identical.
“Two typefaces, one form principle”
 
 
Because of the fact that the Scala was one of the first fonts to have a serif and a sans version, the font became immensly popular. The pairing of the serif and sans version worked perfect as represented in the image beneath; “Sans Hand shakes hands with Serif Hand”.