For our final project in Type, we were assigned to create a tactile object that would help a designer with typography. My group focused on typeface selection, as it was something we all struggled with in the P.K. Dick assignment. What’s Your Type? was designed to make selecting and pairing typefaces easier, faster, and more educated.

Our product includes 4 typeface fact books and 1 typeface pairing pocket guide. These easy-to-use books are separated into four categories: Serif, Sans Serif, Alphabets, and Examples.

Serifs and Sans Serifs feature over 20 typefaces each and educate the viewer on unique characteristics (shown on the transparency), a variety of point sizes, and a brief history of the typeface.

The alphabet book is meant to show the typeface as a whole, as the serif/sans serif books only focus on one letter. These pages will be useful in typeface pairing because you can see all characters next to each other. The alphabets include all the typefaces used in the serif/sans serif books.

The example book displays real-world examples of the typefaces featured in the books. These range anywhere from branding, to editorial, to web design. Each example states which typeface(s) are used and the format.

Proposal: Perfect for type amateurs and aficionados alike, What’s Your Type? provides a compact and convenient setting for exploring typefaces on the go.

Overall I think my group’s final project was very successful. Our compact packaging allows the product to be convenient and easy, something we were striving for from the very beginning. There isn’t anything currently like this on the market, so I think our solution is unique yet very functional and educational.


T3: Final Book

Throughout the complexity and thoughtfulness of Philip K. Dick’s writings in The Exegesis, I was inspired to create a book that reflected his unique perspectives of the universe. My limited color palette features a magenta shade, connecting to the light beams Dick experienced. The die-cut cover conveys the sense of “peeking” into Dick’s thoughts and beliefs, as The Exegesis is based on thousands of pages of handwritten notes, journal entries, and sketches. Photography used throughout the work is my three-dimensional interpretation of the novel, expressing ideas of the unknown and beyond our realm of understanding. A smaller size helps present this extensive text in a more intimate, welcoming setting for the reader. Overall, I feel that this piece had a successful execution while I gained experience in editorial design.

T3: Valis (1)

This week for Type 3, we were assigned with creating 3d models in response to Philip K. Dick’s writings in “Valis”. My hanging mobile was inspired by the of the shape of the universe and levels of consciousness, which I’m currently researching for another class. I wanted the form to feel organic and free, and I think I accomplished that. The most interesting aspect of this structure is the play on shadows and negative space.

My other project is a reflection of how information is separated and can be organized. The balloons represents how the story mentions the living information came to the narrator through a pink light.

T3: Speech (5)

Personal crit

Overall, I am proud of how my prints turned out. I haven’t worked with a Risograph before so I am glad I got to experience that output method.

Before knowing what our end assignment would be, I wanted to challenge myself and use a speech not in English. Luckily, the video subtitles made it easy to transcribe, but it was nearly impossible for me to know exactly which words Jack Ma emphasized and negated. Generally, I was able to make sense of the important words but I ran into this challenge several times while designing.

I think my project was so successful because I consciously thought about all of my design decisions, something that I haven’t truly done in the past. All elements of my composition had meaning behind them, from typeface choice, to leading, to color.

Looking back, I wish I would have chosen a speaker with more enthusiasm and energy. I really liked my classmates’ projects that were more expressive and exciting, but I knew that did not fit my subject. Mine was an accurate reflection of the speech I chose and I know that is more important.


Type 3: Speech (4)

Peer crit: Devon Wolfe

The first thing I notice when looking at Devon’s print is how he successfully used a two-tone ink on the Risograph. How cool! I don’t think the piece would be as strong without the lighter shapes in the background because of the texture they are creating. Along with that, his composition is very eye-catching and draws in the audience. After learning that the speech is about space and Earth, his composition and sans serif typeface choice supports the content. The poster has several things you see from far away and some you can only see up close. For example, the slight variations in the type, whether it is blurred words or altered baselines, make me want to look closer at the micro level.

Overall there is a good use of negative/positive space and the piece is nicely balanced from bottom to top. I would say that I could use more visual hierarchy with the type, but I also understand the assignment and maybe larger text didn’t fit with the style of Devon’s speech. I think if more lines of text were curved instead of straight, it could make an interesting contrast with the background. Looking at it from far away, some of the type blocks appear like shapes themselves. This might be an interesting idea to play more on the shape idea. Good work, Devon!


Type 3: Speech (3)


Moving forward from the speech analysis, our next task is to arrange the transcription in a way that reflects the speaker, tone, delivery, etc.

I chose to use a geometric sans-serif font to represent Jack Ma’s personality. He is a successful business man, very modest, humble, conservative, etc.

The shapes of the text represent the speech flow, content, and ideas. The top right shapes moving from bottom to top symbolizes his hard work and struggles of becoming an entrepreneur. Rigid, straight angles are used to represent his work field – a digital form that relies on mathematics and structure.

Type 3: Speech (2)

I transcribed part of the speech I’d like to analyze (up to 7:44), and have listened/watched it several times. Here are some of the things I noticed.

  • At the beginning, Jack Ma starts his talk by having a friendly conversation-like monologue with the audience. He continues this tone throughout most of the speech.
  • Jack maintained eye contact with the audience members throughout the whole duration. I think this made him look very confident in his speaking.
  • Hand gestures were used through most of the speech, but did not distract the audience.
  • I could tell when Jack used certain words in the subtitles as he emphasized them with more force than other words. Numbers were commonly emphasized as he used a lot of statistical data to back up ideas. Some words, such as “dreams”, “ideals”, and “fantasies”, were emphasized by repetition.
  • Telling shocking or humorous stories kept the audience engaged and interested.
  • Although his speech was overall about entrepreneurship, many aspects of the motivational messages were applicable to everyone.
  • His tone and volume did not dramatically change. Most of the speech sounded somewhere between “casual conversation” and “business meeting-esque.”
  • When referring to conversations, he changed his voice for other characters.
  • Paced back and forth while on stage.
  • Limited facial expressions. Included the occasional smile, smirk, or sarcastic look.