Straight back into the type module and this week I am looking at the attributes of a certain typeface, in my case Clarendon light standard. I firstly used three words to describe my chosen typeface. I tried to think in terms of its history as well as its physical attributes.
The next thing I did was to decide on a type of animal that describes the typeface. Again I thought about it in terms of physical attributes.
Lastly, I then thought of a job title that best describes the typeface. Oddly, the similar attributes could be assigned in different ways. There is no way an elephant is representative of a Gymnast but strength and elegance is something that a gymnast has.
I then moved on to look at a press advertisement with restricted work areas of 30mm by 60mm. My first attempt was ok but the type hierarchy was all wrong which meant the relevant information was not getting to the person quick enough. I revised my layout and including a type hierarchy that worked.
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