project four [P4] brief

a typographic identity 

overview

design a symbol (sometimes known as a monogram or a lettermark) to represent the major city served by that airport.

OBJECTIVES

_ explore the potential of letterform combinations to create symbols
_ demonstrate an understanding of typographic connotation—meaning

the problem

combine three letters—your assigned iata airport code—into one (memorable) typographic mark that visually communicates a generally understood quality of that city. the solution should rely exclusively on typography—so no additional shapes, containers, symbols, ornaments, illustrations or other. here's a growing set of comparables.

for reference...potential qualities may include the beliefs/values, geography, historic tradition, founding principles, quality of life, etc., of that particular city. hmmm. so ask...what visual attributes could define those qualities? would a serious airport/city look light or heavy? would it look static or active or humanistic or geometric or else? 

project process & timeline

complete by beginning of class, m/16th
research: spend some quality time on the www learning about your airport/city. then on an 8.5 x 11 inch sheet with the name of your city in the top right hand corner, use mind mapping or free word association to generate 30 words that describe something about that city. 

consider your words (aka: attributes) and select a typeface for each from your font book (and others) that could be used to represent the word/city. for example, would a serious characteristic be best represented by giddyup or univers 85? explore sans-serif, serif and script typefaces. create additional 8.5 x 11 pages to contain examples of your airport’s letters set in your typeface choices. label each set of letters with the typeface and the characteristic you’re visualizing. 

post these to your process blog as [p4]: 1. do this before our process review meeting on m/16th.

complete by end of class on w/18th
formal exploration—analog: using your typefaces as inspiration, freely combine, join and/or arrange as you see fit. working in b&w (no gray), create 30 analog (hand drawn/traced) typographic marks. these marks are to be made by combining the three letters. work quickly, but craft should be considered. we need to tell that your analog sketches are referencing actual digital typefaces. for example, we should be able to tell the difference between futura bold and bodoni italic. post these to your process blog as [p4]: 2—we'll critique 'em if you like during class.

complete by the beginning of class on m/23rd
formal exploration—digital: take “the best” 3 marks into illustrator. make 5 iterations of each for a total of 15 digital marks (minimum). you should be working large—somewhere between 5 and 7 inches wide. print 1 from each group (for a total of 3) on 8.5 x 11. pin-up for critique and post all 15 to your process blog as [p4]: 3 before our critique/process review on m/23rd.

complete by the beginning of class on w/2nd
formal refinement: refine “the best” digital mark. test the legibility of your mark by reducing it to fit a one inch wide space. also test by examining its reversal—white symbol on black background. refine and repeat as necessary. 

develop a 3 color scheme/system to support the presentation of your symbol—choose these to emphasize the symbol's attribute(s). 

select a typeface for the name of your city. this will accompany and be used in support of your symbol. choose either garamond, bodoni, rockwell, futura, whitney or univers—choose a typeface to emphasizes the attribute(s) of the symbol. 

print your symbol in black/white—as shown—then mount and trim flush to 7 x 7 inches for critique.

complete and posted on behance® by 5pm, on w/9th
formal application and codification: apply your symbol in combination with color and the city name on at least 3 artifacts. use photoshop "mock-up" files to create a... 

hand held artifact: cup, glass, mug, bottle or similar
wearable artifact: shirt, hoodie, uniform or similar
large scale artifact: bus, food truck, subway, outdoor display or similar

print all in color, then mount and trim 'em flush to 7 x 7 inches (as before) for critique.

compile all work—as shown—to create a 7 x 7 inches issuu® document. post this document to your behance page for grading. include on behance (in the project description)..."why the design looks the way it does"  and 3 additional, compelling images.