Besides doing freelance web development, I’m also attending a Typography class this fall at California State University. Recently I worked on 2 AIGA typography posters, that were some kind of experimental public advertisement work to visually communicate typographic terms. I based my work on notes that I took while reading AIGA’s mission statement.
Definition: The stem is the main vertical stroke of a letter.
AIGA Mission Statement: Stimulate creative thinking
Stem has a pretty straightforward explanation. So to stick to the mission and make my target audience think, I took a playful approach and chose to leave out (vertical) strokes from the letters of the alphabet. The end result is like a simple puzzle and in my belief more engaging for the viewer than just listing down the definition of the term.
Sometimes if something is very obvious, we take it for granted and don’t notice it. Once it disappears; it strikes our attention. That’s the basic idea I had, while working on the design.
Definition: (built into image)
AIGA Mission Statement: Improve the human experience
For the second poster, I wanted to explain the term yet it had to be more than that. In paragraph anatomy, there’s no place for widows and orphans, because it’s simply poor typography. I wished to emphasize that widows/orphans are a BIG NO NO in your paragraphs and columns. Some might not care if there’s a single lonely word (widow) in the last/first line of a column, however little tiny details are what make an experience different (Mission #2) after all. If you look closer, the definition is there too, so that those interested in the information can check it out. The texture of the sign is somewhat worn out and grungy and the typeface looks rather destroyed. This is also to highlight, that the rule of avoiding widows/orphans is old and shouldn’t be forgotten.
How cool would it be, if AIGA actually used these posters? Especially since I’m the only one, who isn’t a Graphic Design major in class. Now I’m definitely in tune with my blog tagline; non-stop daydreaming!