Bruno Maag
I attended a lecture meeting with typographer Bruno Maag from Switzerland who is also the owner of Dalton Maag, a company of international typeface designers which has made work for the likes of brands such as Lush cosmetics, Tesco, Intel BMW and more.
During the lecture Bruno spoke of how the Romans were the first people to implement branding through the use of type. With the lettering having perfect spacing and curves to create a unique recognisable style. Their lettering was using through out their empire which they had all over the world and their type face is one way people and historians could recognise where they ruled. Showing how typeface can and is used as a quick way for people to gain recognition of a product mood or style and is very effective at creating a feeling towards the product for example Typeface used for lush is very different to that of Intel (two of Brunos clients) yet they both have been made to create an image about the brand.
This is simple and bold with even spacing between each of the letters creating a precise and accurate appearance. This is the kind of feelings the brand would probably want to reflect on their clients as it is a computer company that you would want and expect to be accurate well working and easy to understand.
Where as the lush typeface is in a handwritten style to give a more down to earth homemade feel and approach which reflects how they make their products (all are hand made and fresh).
He said that he preferred (as his own personal opinion) black and white text instead of colour as they have more of an impact and that he believes that text type can and should reflect the mood of the product it is being created for.
This is something i can apply to my own work as i will be required to use font and type in my work for various different projects and even the project i am doing at the moment (the competition brief) i am having to think about the what vibe the company wants to give off and much of how i can to recognise this style was through their font (a rebellious ransom note style lettering made the appearance seem more rebellious and a punk style).
He also stated that becoming attuned to typography is something to be learnt and that what he does takes practice with regards to creating calligraphy fonts and getting used to the aesthetics of kerning etc.
He also explained how when creating product you should do research and thoroughly think about the people it is being made for. One example he gave for this was the statistics of people in the western world's eye sight and said that on average by the age of 20 people have 100% of their cones in their eyes but by the age of 50 they will generally have around 20%. He then explained that the majority of people living in the western world are aged between 45-50 and so this would effect their vision so if someone produced a font that was grey on bright white, although they might like it and be able to see it the mass majority of the people it is being made for may not be able to. This is a good example about just how important research is and how a target audience should be researched. Another experience he had was when he was creating arabic typefaces and explained that the style in which he had made the arabic calligraphy was in the style of an old deep rooted arabic style and this was actually insulting to some of the people who were persians.
He discussed the processes he had to go through when working with amazon kindle who wanted a new type face for their product. And explained how the type in the product can end up having a big impact on the users and the company as the user would be able to read fast with more letters able to fit into the page as the brain automatically recognises the shape of a word.
He researched other ebooks on the market at the time and looked at pixel sizing and ghosting effects that seem to occur in most ebooks.
I attended a lecture meeting with typographer Bruno Maag from Switzerland who is also the owner of Dalton Maag, a company of international typeface designers which has made work for the likes of brands such as Lush cosmetics, Tesco, Intel BMW and more.
During the lecture Bruno spoke of how the Romans were the first people to implement branding through the use of type. With the lettering having perfect spacing and curves to create a unique recognisable style. Their lettering was using through out their empire which they had all over the world and their type face is one way people and historians could recognise where they ruled. Showing how typeface can and is used as a quick way for people to gain recognition of a product mood or style and is very effective at creating a feeling towards the product for example Typeface used for lush is very different to that of Intel (two of Brunos clients) yet they both have been made to create an image about the brand.
He said that he preferred (as his own personal opinion) black and white text instead of colour as they have more of an impact and that he believes that text type can and should reflect the mood of the product it is being created for.
This is something i can apply to my own work as i will be required to use font and type in my work for various different projects and even the project i am doing at the moment (the competition brief) i am having to think about the what vibe the company wants to give off and much of how i can to recognise this style was through their font (a rebellious ransom note style lettering made the appearance seem more rebellious and a punk style).
He also explained how when creating product you should do research and thoroughly think about the people it is being made for. One example he gave for this was the statistics of people in the western world's eye sight and said that on average by the age of 20 people have 100% of their cones in their eyes but by the age of 50 they will generally have around 20%. He then explained that the majority of people living in the western world are aged between 45-50 and so this would effect their vision so if someone produced a font that was grey on bright white, although they might like it and be able to see it the mass majority of the people it is being made for may not be able to. This is a good example about just how important research is and how a target audience should be researched. Another experience he had was when he was creating arabic typefaces and explained that the style in which he had made the arabic calligraphy was in the style of an old deep rooted arabic style and this was actually insulting to some of the people who were persians.He discussed the processes he had to go through when working with amazon kindle who wanted a new type face for their product. And explained how the type in the product can end up having a big impact on the users and the company as the user would be able to read fast with more letters able to fit into the page as the brain automatically recognises the shape of a word.
He researched other ebooks on the market at the time and looked at pixel sizing and ghosting effects that seem to occur in most ebooks.
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