Advanced Typography - Task 3: Type Exploration and Application
Advanced Typography | Task 3:
|| ZHOU XINYI 0378623
|| Advanced Typography
|| Task 3 Type Exploration and Application
Table of Content
All Lectures 1 to 5 were completed as part of Task 1, Exercises 1 and 2.
For this task, we were required to design and produce a complete typeface. The project offered three main creative directions:
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Problem-focused Typeface Design
Create a font that responds to a broader issue or contributes to a solution within a chosen area of interest. This could relate to fields such as graphic design, animation, new media, or entertainment design, and does not need to be limited to one’s specific specialisation.
Final outcome: a fully generated typeface (.ttf) accompanied by demonstrated applications. -
Letterform Development and Enhancement
Investigate an existing letterform within a selected context by analysing its current structure and usage. Identify limitations or areas for improvement, and develop refined or combined solutions that add new value to the original design.
Final outcome: a fully generated typeface (.ttf) with applied examples. -
Experimental Typography
Pursue an experimental approach that introduces a novel and original idea. This may include working with three-dimensional materials, digital enhancements, unconventional or edible media, typographic motion works, or fine art–based typographic explorations.
By adopting this approach, I was able to align my font design more closely with the traditional style of playing cards, while still adding my own interpretation through shape, proportion, and structure. Instead of simply copying existing card fonts, I focused on understanding why serif letterforms are used in this context and how they contribute to the overall experience of the design. This process helped me make more intentional design decisions rather than relying only on visual preference.
Overall, this observation played an important role in shaping my design direction. It encouraged me to think more deeply about how typography relates to its application and how historical conventions can inform contemporary design. Through this process, I gained a better understanding of how typographic choices can reinforce theme, function, and user experience.
3.3 FontLab
After completing the design of the letters, numbers, and symbols in Illustrator, I began importing them into FontLab.
This reference font demonstrates a good balance between decorative detail and readability. Although it contains strong stylistic characteristics, the overall structure of the letterforms remains clear, which makes it suitable for use in interfaces, game elements, or compact printed objects. By studying this reference, I was able to understand how to simplify certain details while still maintaining a distinctive visual identity.
In addition, the proportions and stroke contrast of the reference font influenced how I approached my own design. I paid particular attention to how the characters maintain consistency when scaled down, ensuring that important features such as serifs and counters do not become unclear or overcrowded. This approach helped me create images and applications that are more practical and suitable for real-world use.
After importing the typeface into FontLab, I proceeded to create the font demonstrations.
At this stage, we were required to produce five font demos and five font application examples.
Working on this type design project was especially valuable for me, as it connects directly to what I hope to do in the future. That said, the process turned out to be far more complex than I had expected. I went through several rounds of changes, often reworking the font after testing it in use. At the beginning, I paid more attention to the overall mood and visual direction, particularly the atmosphere influenced by Rusty Lake. As the project progressed, practical issues such as spacing, balance, and readability gradually became more obvious. This pushed me to slow down and carefully refine each character, spending a great deal of time adjusting details like stroke thickness, spacing, and consistency across the set. Although the process was exhausting at times, it gave me a much clearer understanding of how typefaces are actually constructed and improved.
Observations
One important realization from this task was that visual style alone is not enough to make a successful font. Characters that look appealing on their own may cause problems once they are placed together in words or longer text. The flow and rhythm between letters play a major role in readability. By testing the font in different scenarios—such as display layouts, game interfaces, and body text—I was able to identify weaknesses that were not obvious at first glance and assess my design more realistically.
Findings
This project helped me understand that strong typography depends on finding the right balance between expression and function. While a font should have its own personality, usability and clarity cannot be ignored. I also learned how crucial consistency is, as small elements like punctuation, numbers, and spacing can significantly influence the overall result. Overall, this experience increased my confidence in type design and gave me a more practical understanding of how fonts perform in real-world contexts.
For my further reading, I chose Typography Essentials Revised and Updated by Ina Saltz. I selected this book because I wanted a practical guide that balances foundational knowledge with real-world application. As someone still learning design, I sometimes feel confused by the overwhelming amount of typography advice online, much of which focuses on trends rather than principles. I hoped that Saltz’s book would give me clear guidance and examples I could actually apply in my own projects.
In the book, Saltz introduces essential concepts such as font classification, hierarchy, spacing, and readability. She also emphasizes the importance of context, showing how type can communicate different moods or purposes depending on its use. The book provides many visual examples, which made it easier to understand how these principles work in practice.
One idea that made me think was the focus on balance between aesthetics and functionality. Saltz explains that while creative expression is important, typography should never compromise readability or clarity. I realized that as a beginner, it’s easy to be drawn to style without fully considering how the type will perform in different contexts.
Overall, this book helped me see typography as both an art and a tool for communication. It gave me practical advice and a clearer framework for thinking about type design, which I believe will improve my work in both class assignments and personal projects.
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