Art Techniques | 30 September 2015Using Letter as Form Share article facebook twitter google pinterest Many different types of artists use typography as a medium of art. The shape, color even texture can be played with to evoke emotion. In Typography Essentials, we see the basics of typography and how typography itself can be used as the heart of a design. Project Rebecca Minkoff Couture Identity Concept Design Studio Remake Art Director, Designer Michael Dyer Client Rebecca Minkoff This custom-lettered logo forms a discrete shape, but within its boundaries, each letter is delicate and leaf-like. The delicacy is further underscored by the pastel color gradation. The logo also appears with some of its counter spaces filled with a similar hue. Each letter is a shape unto itself, a shape that may serve as an illustration, as an icon, as a vessel, or as a graphic focal point, apart from its meaning as an alphabetic unit. Especially when used at very large sizes, the extreme proportions of letterforms can have exceptional impact—this technique has been exploited very effectively by many successful designers. Letters can be expressive when used alone, as a simple silhouette, as an outline, or as a container for image, texture, or pattern. The beauty and power of the individual form may also be used partially: or a shape that is sliced and diced, cropped, or reversed horizontally or vertically. Because it is a letterform, it has a built-in relationship with any typeface that accompanies it. Its inherent integration unifies the design of the whole piece. Project Stationery system Designers Angie Wang and Mark Fox Client Design Is Play This deeply debossed logo composed of blackletter type is partially “blind” (or empty) and partially fi lled with color, reminiscent of a glass half full. The use of the individual strokes of the letters as vessels for color elevates its memorable quality and adds to the dimensionality of the embossing process. Project Salute the Sound Design Director Paul Sych Typographer Paul Sych Client Bass the Beat Productions These letterforms are beautiful abstractions, chunky ribbons of color. It is amazing that we can actually read this phrase, given how spare the forms are. The letterforms suggest the vinyl ridges of an album or LP. Buy from an Online Retailer In North America: A deep understanding of letterforms and knowledge of their effective use can only be obtained with constant observation and experimentation; it evolves over a lifetime of design practice and study. This comprehensive guide is intended to advance the progress of designers seeking to deepen their typographic expertise. Typography Essentials is a practical, hands-on resource to distill, organize, and compartmentalize—but not to oversimplify—the many complex issues surrounding the effective use of typography. It is for designers of every medium in which type plays a major role, and is organized and designed to make the process enjoyable and entertaining, as well as instructional. New in paperback, this book is divided into four easy-to-use sections: The Letter, The Word, The Paragraph, and The Page. Each of the 100 principles has an explanation and examples representing the principle in action. Share article facebook twitter google pinterest If you have any comments on this article please contact us or get in touch via social media.