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Typography
For this section, we were tasked to create our own original typography with items relating to our briefs, instead of just using Photoshop's default fonts.
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The following are experiments on the typography done for my brief along with an analysis and a conclusion to which one works best, and why some did not work at all.
1st attempt: chives
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This turned out poorly as predicted from the start. Using the chives to form the letter "C" turned out to be quite messy, and not a good example of typography as it does not appeal easily to the viewer. The typography must be of a neat style and easy to capture one's attention from afar. It partially suits my brand as my brief is a cafe, however, chives are more commonly used for savoury, not sweet. Again, it was quite messy and not very legible for a simple look over, so the decision to continue this typography style was declined.
2nd attempt: liquid (coffee)
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This time, the typography turned out quite well. This was done using coffee and a brush with a decent amount of it, allowing me to lightly place the liquid onto the paper, making sure that it is not absorbed, but rather just on the paper. This makes the coffee very legible to see even with a glance, as the contrast of colours and the slight shine of light makes it stand out well. This suits my brand well as it is a cafe, coffee definitely is involved. However, I did not take this style forward as it is quite difficult to make sure the liquid does not go astray and when put into photoshop, can make the edges look quite jagged.
3rd attempt: language (calligraphy)
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This time around, the decision was made to switch things up with the language instead. Going for mandarin, to write a letter would be the same as writing it in English, so the whole word "comfy" was done instead (the 'de' character has been left out). This was made using a calligraphy pen on regular paper, and it turned out quite well. It is quite legible from a distance, as it is just black ink on blank paper, however, an English translation of it could be put beneath it using a standard font. This style is on the boundary of being taken forward and not, as it would be preferable to have an English name, but incorporating the calligraphy into the logo would look much better and appealing.
4th attempt: silhouettes
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This typography has been made using coffee and masking fluid. First applying the masking fluid onto the paper, and once it has dried, painting over it with coffee. Later removing the masking fluid from the paper as the coffee has dried, gives a silhouette from it. This style is quite legible, as the background colour of the coffee helps the negative space of the letters gain more traction from a first glance. This does quite suit my brand as the fonts are not too jarring or harsh. With these in mind, I've managed to continue on with this style to the whole word as pictured below.
These two are the successful attempts from the 5th experiments.
5th attempt:
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Instead of avoiding the coffee from soaking completely into the paper, it was more than welcomed. This typography was made just by using the coffee as if it were normal watercolour paint. A variety of styles were made this time, some even brought to the full word, even though it ended up looking bad in the end. Majority of the fonts being legible from a glance.
Applying Typography onto Products
The next step was to apply the successful typography from above onto the products for the cafe. For this purpose, I will implement the typography onto sheets used to cover the cakes, as well as the takeaway boxes to see how it fits with the brief as if the packaging does not fit the cafe's overall theme and palette, it would contradict too many aspects of it.
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