Rationale Options

For our brief we must draft two rationales, this will then be group/peer critiqued and I will select which rationale I will continue to investigate. These are my two proposals:  

Rationale 1

The typeface focuses on ‘renewable’ I want to take a traditionalist type face, and bringing it to relevance into modern design. Traditionalist serif typefaces such as Baskerville and Caslon are used for informative reasons as the style of them strikes the audience with a sense of authority. My typeface flips this on its head, blocked off terminals create straight lines to contrast against their current curved nature. This will allow the typeface to be used as a display font, testing the rules of type trends in design, bringing fonts centuries old to significance in modern works, in an entirely new context. 

Rationale 2 

This typeface is based around ‘renewable’ a new modernistic font such as Helvetica. The font Helvetica is known as untouchable, too good to be changed. Serifs will be added; this would give the font a sense of personality. Giving them this addition represents ‘renewing’ in terms of embodying factors from traditionalist fonts to take them back to the basis of type design . The font also experiments with shadow, the contrast is reaffirming the energy pumped into each letterform originally known for its simplicity.