OUGD501: Initial Ideas

For the practical research investigation I am exploring the relevance of lettering within logo design, having touched on this area frequently in my contextual research so far. My initial ideas include a comparative exploration between brands that use very common, well known typefaces for their logo and my own versions of each logo in a hand rendered fashion. This way I will be observing through trial and error how relevant lettering is and can be when typefaces are so accessible to use for a brand's identity.

I thought of several ways I could push this idea further, with the intention of creating a printed publication showcasing the comparisons. I considered taking hand rendered logotypes and picking a suitable typeface instead, then having a second part to the book which explores common typefaces in an alternative hand rendered style.

I started to look at well known high street brands that use a solid typeface for their logo. Coffee shops seemed like an appropriate starting point as their customers primarily use the businesses for personal breaks and with coffee being a highly diverse product to sell (each individual has a certain favourite or formula for how they like their coffee) these brands convey the values that hand lettering is most appropriate for.

OUGD501: Study Task 4 - Practical proposal

Write a proposal for your practical work using the following questions:

What is your research question?
What relevance does hand lettering have in the digital age of design?

Do you have a hypothesis?
No, other than an investigation into the aesthetics and production of lettering in both digital and analog formats

What are the contexts of your research interests?
Signs to inform and logotypes

Sources of primary/secondary research
Information from professionals in the practice
practical investigations to see if i can create some lettering suitable for every purpose
e.g. corporate logos in lettering

How will your practical work relate to your written work?
I will use methods spoken about in my essay to influence the development of my own lettering

What methods will you use to research, develop, create and test your work?
research by looking at other artist's work, artist's preliminary sketches, lettering tutorials.  Create and develop by practising.  Test by recording response to work and how people engage with it

Provide a proposed timeline for your work to completion (consider access to college facilities)
For the finished outcome I'm not yet sure what I'm going to produce, so can't plan a specific timescale. I will need to start early and give myself time to produce a satisfactory amount of lettering trials and development before producing a finished piece

OUGD501: Study Task 4 - Practical Considerations

Practice-based research What is practice-based research? Practice-based research is a form of research methodology that uses “practice”, alongside other forms, as a means of discovering or generating knowledge. While the emphasis is still very much on establishing a critical understanding of the issue, practice-based research acknowledges the role of “making” in establishing this understanding.

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Technique, Content & Communication
Based on the above, extract the practical issues/aspects surrounding your chosen field of interest.

practical issues of hand lettering in terms of technique, content and communication

technique
completely hand rendered or digital production. both techniques create the best outcome; hand draw the main design then neaten and perfect digitally. use of pencil, fine liner, marker, calligraphy pens, etc.  digital tools that are replicas of physical models. movement of wrist and hand to create variety of line weights and strokes.

content  
lettering usually made up of headings, titles, quotes, or short phrases/taglines. short bursts of information, logotypes, can be accompanied by imagery

communication 
intention is to communicate an informal language to encourage personal relationships. engage with text by emphasising certain parts of the word(s). engage with something more humanised 

Research/Analysis, Exploration/Evaluation & Testing
Comment on how you will engage with each of these aspects of practice based research (highlight opportunities for primary research).

research
practical research into how easy it is to hand draw something rather than digitally produce it. is it easier to produce using solely digital material or is it necessary to hand draw first to produce best results. contact lettering professionals about their opinion towards digital production of lettering compared with traditional techniques. ask/question people on why they are attracted to lettering and find out how much it engages with the audience compared to printed type.

explore/eval
i will develop my own practice in hand drawn type/lettering so i have a better understanding of how artists create balanced images considering the spacing of letterforms to create a unique design/composition.

testing
compare aesthetic differences between mechanical typefaces to wholly hand rendered pieces.