Studio Brief 01 - Typeface Research

We have been given a choice of six typefaces to use for our logotype. These are:

- Garamond
- Bodoni
- Century
- Futura
- Times New Roman
- Helvetica

I decided to do a short bit of research into these typefaces to help inform my design decision.

Garamond:
- Created by French punch-cutter Claude Garamond
- Today's Garamond based around modern interpretations of the punches of Claude
- Garamond was the first to deviate from purely handwritten style letters to make a typeface read better when printed
- Letterforms thin and delicate
- Orante and decorative
- Large counters in a/e
- Horizontal crossbar
- Long ascenders and descenders
- Used in Harry Potter and Dr Seuss books, Google's original logo, Abercrombie & Fitch logo, etc

Bodoni:
- Designed by Giambattista Bodoni, Italy, in early 19th century
- Highly influenced by geometry
- Romantic style typeface
- Extreme contrasts between thick & thin strokes
- Subtly bracketed serifs
- Long ascenders and descenders
- Ornate appearance

Century:
- Specifically designed for Century Magazine
- Known for its extremely easy readability
- Weights, heights and spaces carefully determined
- Large open kerning

Futura:
- Inspired by the Bauhaus movement
- Function over form
- Based on elemental geometry
- 'O' - perfect circle
- J - no curve, just a straight line
- Clean crips forms
- No serifs or frills

Times New Roman:
- Similar to Plantin
- Sharper serifs, higher contrast with stroke weights
- Short ascenders and descenders
- Bracketed sharp serifs

Helvetica:
- Most neutral typeface
- Swiss style
- Clarity, precision, objectivity
- Large x-height
- 'O' - oval rather than circular
- Lowercase a - double story
- A is in teardrop shape