Extended Practice Submission 22/06/15Brief Twelve: Typeface Refresh / The Ultimate Canvas Competition

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James Keefe:

The original typeface was created prior to joining Leeds College of Art.

Primesight is inviting artists, designers, illustrators, photographers and innovators from around the world to create artwork that will be displayed on the Ultimate Canvas and have their work become part of a citys visual landscape.

The target audience will be people commuting or traveling past the design in a car.

To re-design the typeface I created prior to starting college. Create a unique billboard design to be entered into the Ultimate Canvas competition.

Display Typeface // Billboard Design

Context:

Target Audience:

Brief:

Deliverables:

Reference Imagery

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Research: I spent a lot of time analysing the original typeface to identify what letter-forms were working and what needed improving. I took inspiration from typography studio Made By Sawdust because I was interested in the balance between weight and colour within the shapes.

Extended Practice Submission 22/06/15James Keefe:Brief Eleven: Tasty Beverages / Cream Soda Cocktails

Typeface Development

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Extended Practice Submission 22/06/15James Keefe:Brief Eleven: Tasty Beverages / Cream Soda Cocktails

Letter-forms: The process of developing the typeface was trial and error. I had to keep testing different shapes to see if they worked alone and alongside other letter forms. Once the type was fully developed I separated the shapes into two layers ready to be printed and laser-cut.

Billboard Development

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Extended Practice Submission 22/06/15James Keefe:Brief Eleven: Tasty Beverages / Cream Soda Cocktails

Concept: The billboard will be displayed on a 96 sheet board so it will be big. This made me think something short and punchy that has a positive message would be best as it would better catch the audiences attention. The design is made from shapes within the typeface.

Deliverable 1 / Display Typeface

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Refresh: The typeface has been updated to make it more legible with the layered effect subtly creating depth within the letter-forms.

Extended Practice Submission 22/06/15James Keefe:Brief Eleven: Tasty Beverages / Cream Soda Cocktails

Context

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Headline: The typeface is intended to be used for headlines or on a large scale for maximum impact.

Extended Practice Submission 22/06/15James Keefe:Brief Eleven: Tasty Beverages / Cream Soda Cocktails

Deliverable 2 / Billboard Design

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Extended Practice Submission 22/06/15James Keefe:Brief Eleven: Tasty Beverages / Cream Soda Cocktails