Exploring Type!

So, in our first week workshop for visual design, we learn about and discussed type/typography.

Our task was to go away and find a case study in which type was used in an interesting way! Here's what I found:

It's an advertising poster for Starbucks (my favourite coffee shop of course) which has been created in an interesting way. They have used type to form the shape of a take-out drinks cup, so not only is the shape created an advertisement for the company; but also the words used to form it are all those linking in with the company and what they sell!

All of the type used in this image are written in a sans serif font and uppercase. By doing this, it creates a more modern and fun looking advertisement; making it appear a less formal/traditional as it would if a serif font was used instead. 

Another technique used, is the variation of size and rotation of the words. Certain words in the poster are larger then others, and I have noted these as being the most important and key words in relation to the company. For example, "Starbucks" being the company name, is a word that your eyes are instantly drawn to, due to it's larger size, and placing across a whole line of text. Also, this is the only word written in a white colour, so again this careful selection and variation from the other words makes it instantly stand out. 

The larger words used in this example are in english, where as those written smaller (although still in uppercase) are in a foreign language. This use of a different language links to where they have chosen to write "we speak your language", and due to the fact that many people may not understand what these sentences say, it again helps to draw your attention to the larger words in english, which are key to advertising the company. 

The overall leading of the typography stays relatively the same throughout the whole image. The line spacing for the smaller words is particularly consistent, where as it does slightly cary around the larger words - e.g. "just enough" - due to their size and placing.

Ok, so that was my mini analysis of a typography case study! I will be posting more on different topics each week.