Third Parameter Drafts
The final chosen draft to work on was:
…so my third parameter drafts will be attempts to fix the block of dead text that is hanging down from my title. It is becoming somewhat easier to work with these blocks. I will be allowed now to work with one color in my text,so maybe I can organize my ideas with it.
Digital Drafts: Second Parameters
The three drafts chosen to further work on:
Digital Drafts: First Parameters
Since I had little idea who or what the featured names of the text were about, I obviously had to look it up.
A) From the logoreviews website I found out that Armin Hoffman was a pivotal, influential figure in international design. He taught at the Basel School of Design in Switzerland, and his students and colleagues were a large part of developing the Swiss International Style. Below is more of what follows :
“The style of design they created had a goal of communication above all else, practiced new techniques of photo-typesetting, photo-montage and experimental composition and heavily favored sans-serif typography. Hoffman began teaching his typographic principles and he pioneered the school’s contribution to the development of the Swiss international Style. Hoffman’s posters, publications, lettering, symbols, architectural graphics, stage and exhibition design all express his distinctive graphic language and formal purity. Hoffman’s accentuation of contrasts between various design elements formed the basis of this universal language; the use of abstract forms communicate ideas directly to the eye.”
B) Then I found out that Basel is the third most populated city in Switzerland (thank you Wikipidea). I then realized that Basel is where Armin Hofman was teaching. Thus the mysteries were unraveling.
C) Then to my surprise it turned out Zurich was another city and the largest one in Switzerland (at first I thought this was a person). It also is the world’s financial center, and its main language is Zurich German.
D) When I looked at Wikipidea for Joseph Muller Brockman there was only a paragraph which did not tell me a lot. So I had to look a little further and found a much better source at this link. His work is very interesting. He is one of the most well known Swiss designers, applying clean typography and simple shape designs in his theater ads. The grid system was greatly attributed to him. He taught at the Zurich School of Art and Crafts. I now see how all of this ties in together.
For this project, our aim is to gain an understanding of International Typographic Style. It is the style developed by Swiss designers post WW II which has become the ultimate standard of design internationally. That means we are to design text and type as clean as possible with nothing superfluous, and convey the message of our words without having to actually understand the language. The guidelines are that the design should be sans-serif, planned on a grid, and use black and white photography. We are to organize the following words on a grid using a hierarchy of importance.
International Typographic Style
The International Typographic Style was marked by the use of a mathematical grid to provide an overall orderly and unified structure, sans serif typefaces (especially Helvetica, introduced in 1961) in a flush left and ragged right format, and black and white photography in place of drawn illustration. The overall impression was tightly structured and serious, and it proved perfectly suited to the increasingly global postwar marketplace.
Since I wasn’t too sure whether I should put hand drawn grids onto my thumbnails or just draw it straight and apply the exact grid later in Illustrator, I decided to look at some design books to see examples of grids other than those in our book (which I didn’t find helpful). I found a book called Designing with Type by James Craig at my library and found the exact examples I was looking for. It had thumbnails inside that applied to both boxed text as well as words within a grid. There was even an entire plan for a 32 page book. I think this would even be a little help for revising my previous text project. Though my first designs didn’t have the grid, after looking at this book I felt more comfortable freely experimenting with different grids.