Research and experimentation with typefaces
As previously mentioned in my post about our production team meeting, we were each designated 2 typefaces each to research and we were all going to look into Kabel. The two typefaces I am doing are Helvetica Neue and Avante Garde.
Helvetica Neue 
This would be up there as one of my favourite typefaces. However, being used as the typeface to represent our magazine I’m not so sure of. I’ve always considered it a safe typeface. It is a simple and clean geometric sans serif typeface and after reading up on it, my thoughts on it are apparently common among other typographers out there. A leading graphic designer and typographer, Neville Brody who used it in his design for 1980s magazine Arena, says that it represents a safe choice for businesses,“When people choose Helvetica they want to fit in and look normal. They use Helvetica because they want to be a member of the efficiency club. They want to be a member of modernism. They want to be a member of no personality. It also says bland, unadventurous, unambitious.”As we are creating a publication targeted towards young designers, it is safe to say neutrality and an apparent ‘bland’ typeface probably won’t be the most appropriate typeface to represent our magazine. Besides, Paul mentioned to me that another class is using it anyways!
Avant Garde
Avant Garde was created specifically for the purpose of a magazine of the same name during the mid 1960s. It is considered by many to show characteristics of a 40 year old design as well and therefore, would be better used to add to a retro mood to a design. It has the most geometrically round and straight strokes of any other typeface. Alex W. White, a specialist in typography, states,“A collection of such extreme shapes causes fatigue at text sizes and cannot help but draw attention to itself, which is arguably the greatest sin a typeface can commit.”
There are arguments for and against for the use of Avante Garde as a body text, however, the best thing to do is experiment myself and come to my own conclusion. I do like the idea that it could provide a retro feel to the magazine because that would be something different and funky to work with but until I see it incorporated with an article by experimenting with it, I won’t know if it will work and if this retro element will actually come in play. Since I don’t actually have it installed on my computer at home yet, I will have to wait until I get to uni, after the long weekend, on Tuesday to experiment with the typeface there.
In the meantime, I have experimented with a typeface I do have installed on my computer being Gill Sans in light at 8.5 points.
Gill Sans
From what I could tell with Gill Sans, I believe this works well as a body text, particularly in its light form. It was originally produced by the London & North Eastern Railway and its used for their signs, advertising and timetables. Unfortunately, Gill Sans is noted as being overused probably due to the fact that it is a default font installed on the Mac OS X system. Mark Boulton, an experienced web designer writes, “The characters are hard, sculptured forms which clearly show Gill’s education and artistic roots. There’s the legibility of a serif face, balanced with the authority of a sans-serif. Gill Sans can seem friendly in its lighter weights, making it perfect for body text, and with its rounded letter forms and limited adornments, it’s highly legible.“ I personally consider the lighter forms of Gill Sans to look great and especially Gills Sans Light in body text is a nice mixture of a modern style fused with a historic approach. Here is my example of Gill Sans Light used as a body text with my article:
Experimentation with Gill Sans Light as the body text for article
Kabel
Created in 1927 by Rudolph Koch. The reason why it was created was purely due to competition. Foundrys were busy creating new kinds of sans serif designs. For Koch, Kabel was an experimental typeface for him since he was more involved in calligraphic styles rather than geometric. Kabel’s character shapes and proportions can be traced back to Ancient Greek letters, Venetian old style type designs and calligraphy, making it a geometric typeface with an interesting artistic flair. According to the ITC Fonts site, ITC Kabel, “creates strong headlines and delivers a clear message. Its lighter weights approach elegance, while the heaviest dominate the page and demand that the reader take notice.“
In conclusion, it is apparent I will have to experiment more with these typefaces when I get my next chance at uni on Tuesday but from the ones I have already installed on my computer being Helvetica Neue and Gill Sans, I believe that Helvetica Neue is an inappropriate choice, especially due to the fact that another class is using it but Gill Sans is showing some potential.
Reference list
Boulton, Mark. “Typeface of the month: Gill Sans” Journal. December 2005. 23 March 2008 <http://www.markboulton.co.uk/journal/comments/typeface_of_the_month_gill_sans/>. ”ITC Classics:ITC Kabel”
International Typeface Corporation. 2008. 23 March 2008 <http://www.itcfonts.com/Fonts/Classics/Kabel.htm>.
Rohrer, Finlo. “Helvetica at 50″ BBC News Magazine. 9 May 2007. 23 March 2008<http://news.bbc.co.uk/1/hi/magazine/6638423.stm>.
White, Alex. “Who would use Avante Garde?” The Designer Center. 1999. 23 March 2008 <http://www.graphic-design.com/Type/Avant/Avant2.html>.
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