OUGD601: Type Experiments

Fraktur Moderne is combining traditional English blackletter type with contemporary typography, reflecting both history and contemporary culture. The use of it here gives a sense of classicality, highlighting that these issues have been around for a long time, and the mindset towards which is also still in the olden days. The introduction of the slender weight and softer terminals give an aspect of femininity to the typeface, which mainly carries connotations of Nazi type and Medieval England. I used this as a starting point to get the visuals down, with the intention to acquire feedback as I go.

Initially, I experimented with the top typeface, Gothic Moderne, however when asking for feedback, it was mentioned that the G and the K are completely illegible - something I had slightly overlooked. The crit also said that the italic Futura was a second favourite, however the use of a "gothic typeface is quite contemporary but historical" and that "edgy fashion brands use that kind of font"- which is the aesthetic I want to go for, incorporating both fantasy (high) fashion and expressive vernacular street culture- something the design and typography needs to reflect.

 After the feedback, I experimented with the letterforms and altered the structure of 'Get Woke', to be more legible, yet still retaining the black letter feel. Elements of ornament hang off the top of the K, G and W, relating to the beauty in fantasy (if Tim Walker was a typeface).

Final template, transferable design. Mixture of Caslon and Gothica Moderne to reflect contemporary design with nods to history. The structure gives a definable aesthetic to #GetWoke, yet may generate confusion due to the minimalist design, and the use of THEWOKENING and GETWOKE - the viewer may question, what is it? Which is when they will go to the website or Instagram, which will feature immersive scroll overs and interactive design. If I had more time, I would illustrate these concepts however that is slightly outside my area of expertise. The image can be altered and fit this format, with the centre typographic layout adjustable where appropriate. 

 


By having a simple formal layout, allows the type to be moved where appropriate, and so it may sit in negative space. Initially, I felt consistency would be best - the Samaritans mental health campaign was so successful partly due to the recognisability of the design, which was sequential in it's consistency. I asked for feedback in helping with the aesthetics. 

The crit gave some valuable feedback, yet it was not as critical as I would have liked.

Also, as the research project was based on the communication within imagery, by moving #getwoke into the negative space, it allows the image to take centre stage - rather than the typography. Summative Feedback said  "covering the image is changing the hierarchy making the text take centre stage when the image should be and the image is pretty self explanatory...you can tell the hashtag is linked but it isn't taking the focus off the imagery", so flexibility over layout is needed within the structure.

and I know it also features typography but covering the image is changing the hierarchy making the text take centre stage when the image should be and the image is pretty self explanatory, and if the text is below the image, its sharing joint focus like I can see the detail of the image but I'm not missing your hashtag