International Society of Typographic Designers 2024 Assessment
Typographic Exploration | Case Study
Overview
I participated in the 2024 International Society of Typographic Designers' (ISTD) annual assessment, an esteemed platform known for its high standards in typographic design. This rigorous assessment required developing a well-articulated strategy that clearly communicated the thought process and purpose of the design, focusing on its impact and communication with the target audience.
Brief 1 "the Line"
"You are invited to investigate and typographically interpret or subvert your subject matter with rigour and creativity. You might tell the story of a single line, or of linearity more generally. You might take a tangent, or typographically express converging lines of thought. Follow a thread of research and take us with you on this journey."
Presentation Images
Design Development
Sketchbook work.
Media + Material Choices
Poetry
In "The Line," poetry bridges the playful interactivity and profound contemplation, featuring a range of voices from renowned to anonymous poets,
Materials
Pop-ups: 6 instances
Pull Tabs/Sliders: 5 instances
Thermochromic Paper: 1 instance
Reflective Materials: 4 instances
Perforated/Cutout Flaps: 2 instances
Transparent Material: 1 instance
Magnetic Sheets: 1 instance
Magnifying Sheet Spread: 1 instance
Glitter Paper: 1 instance
Pop-Ups
Pop-ups in "The Line" are an exploratory venture into the realm of typography, chosen for their ability to add dimension to the narrative. These dynamic shapes add a layer of storytelling, engagement, and meaning to each typographic component.
Pull Tabs
Pull tabs and sliders in "The Line" serve as metaphors for life's revelations, showing that taking action unveils hidden opportunities. Engaging with these elements reflects the real-life steps one must take in the leap of faith toward change.
Heat Sensitive Materials
The thermochromic paper in "The Line" adds an element of surprise and interaction, perfectly embodying the theme of risk. Cut into the word 'risk' using a precision Cricut machine, this color-changing material lies hidden against a black backdrop, only revealing its message when touched by warm hands.
Reflective Materials
Reflective materials are used thoughtfully in four instances to embody the theme of self-reflection.
Cut + Perforated Paper
Transparent Material
In this spread, a blue light transparent sheet innovatively interacts with typography, creating a typographic exploration that goes beyond traditional print. This design cleverly masks and then reveals positive, uplifting words, engaging the reader in a literal action to uncover hidden messages.
Rotating Wheels
These wheels, requiring the reader's active engagement to align and make sense of the words, embody the idea that life often presents puzzles that need rearranging and solving.
Magnetic Letters
The use of magnet sheets in "The Line" introduces an innovative and engaging twist to typographic design within a book. Each letter is crafted as a magnet, allowing them to snap into place or be freely moved around the page. This design transforms the page into a playful puzzle, inviting the reader to interact, rearrange, and even re-imagine the message.
Magnifying Sheets
Resembling glasses that encourage a closer look, they magnify phrases like 'little by little, a little becomes a lot' and 'advance.' This interaction not only emphasizes the importance of taking small steps to reach a larger goal, but also transforms reading into an immersive experience.
Color Choices
The use of black, red, blue, and green, which together comprise the RGB color spectrum, is a deliberate nod to digital screens which subtly contrasts the tangible, physical experience of the book. It also symbolizes the evolution of the journey, beginning with the 'halt' signified by red, transitioning into a phase of 'tranquility and assurance' represented by blue, and culminating in a state of 'progress and growth' illustrated by green.
Typographic Choice
Futura Now Variable
In "The Line," the use of Futura, particularly the Futura Now Variable font from Monotype, mirrors the journey of life choices – often straight, sometimes curved, but consistently unified in its path. The typeface maintains legibility even through creative distortions, allowing each word to transcend mere text and engage through physical interaction. Its bold nature serves as a metaphor for the decisive, proactive steps characteristic of real-life experiences.
The decision to use Futura PT Book was influenced by its unique rendition of the question mark, which intriguingly resembles a footprint. This characteristic inspired the creation of a custom-designed question mark in the same style, symbolizing the tentative, unsure steps often taken in the journey of making significant life choices. Its unconventionally long ascenders and descenders for body text are used as symbols in the book displaying the act of reaching out for a better life and taking a leap of faith.
Audience Analysis
Engaging the Inner Child
The book uniquely caters to an audience of young emerging professionals by striking a balance between whimsy and wisdom. The use of pop-up elements appeals to the inner child, evoking a sense of wonder and playfulness often lost in adulthood. This aspect of the design is intended to rekindle the joy and curiosity of exploration, providing a refreshing departure from the digital norm.
