Typography 1 - PC - January 14th

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Analyze

The lettering above is display. There are no descenders but there are ascenders. There are all located between cap line and baseline except for the “e”. The apertures are all oriented in a diagonal way, even if you draw a diagonal inside the “b”’s counter. The spaces between the letters are very thin. This font has a very large x-height.

Classify

Display

Sans Serif 

Define

The geometric proportions allow a good legibility even for larger sizes. It appears that letters have connection between them. Equality of all the strokes could inspire lightness and calm. This feeling is completed with the 3 fresh colors petals located on the left.

Comment

When I first saw this logo on the early pages of the Garden & Gun issue, I was in a stressful situation. That vision allowed me to calm down. The last tendencies for logo design are the BELK way. Thin aspect, no bold, spaces. The fresh colors of the petals recalled me the sea. I’ve also made some research on the logo. It’s a complete refreshing logo operation of famous southern department store. Comparing to the old logo, it’s an indisputable verdict.

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Analyze

The font above is also display. All letters are small caps except for the first “S” of Somerset and the first “H” of heights, which are upper case. There are no descenders but there is a majority of ascenders. There is no tittle on the “I”. There is no connection between letters and all are independent. This font is a cap height font.

Classify

Display

Serif 

Define

The upper case choice for this type of building is to be seen from a far point. It’s also to evoke a quality and fancy way of life in the building. The uppers case focuses on the S of Somerset and on the H of height. It could be interpreted, as the better way to reach to the sun is to live in the highest heights of the building.

Comment

The strokes are so wide that it is hard to keep an attentive eye on the sheet. The font choice is more a matter of information than a matter of aesthetics. I have a feeling of austerity when I see that sheet.

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Analyze

The lettering is display. All letters are caps and there are no descenders or ascenders. This font is a cap height font. There is a mix of full and empty characters. Some characters’ bracket like the “F” and the “A” are sharped or curved.

Classify

Display

Sans Serif 

Define

The first part is composed of 4 full stem letters and the second part is composed of 5 letters with thinner stroke. The first part of the logo is more legible. This part evokes a corporate spirit. The second part challenges more legibility. It evokes neon sign, something with light. I also think that the creator wanted to make a word contraction between film and animation or corporation.

Comment

The first time, I saw this logo and this font I was 7. The logo was the introduction before cartoons like He-man and the Masters of the Universe. Several years after my first vision, I think that the creators of this logo wanted to give a more adult caution to their cartoons, in order to consider their watchers as intelligent persons. That’s possibly why, the more visible letters of the logo are F-I-L-M. Concerning the second part, the neon sign style could refers to something linked to future and fantasy.