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Module 04

“It is the designer/typographer’s task to


match form with content; to create an
authoritative document.”
– Nick Shinn | http://www.shinntype.com

ERIKA CARDON ART 230 TYPOGRAPHY | 15


R E S E A R C H | B US I N E SS C A R D V I SUA L R E S E A R C H

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A N A LYS I S | B US I N E SS C A R D CO M PA R I S O N

Describe the personality of Describe the personality of Describe the personality of Describe the personality of Describe the personality of Describe the personality of
the business card the business card the business card the business card the business card the business card
professional, but not overly modern and professional a little edgy and eco-aware professional and clean fun, but clean and put professional
serious together
Who is the business card for?
Who is the business card for? Who is the business card for? Who is the business card for? Who is the business card for? Who is the business card for? Daniel Lea
Sarah Strochein Marssaie Celine von der Weid Noel Pelavin Nikki NiSchile
What does the person do?
What does the person do? What does the person do? What does the person do? What does the person do? What does the person do? company director and
director of design and art graphic designer General Director doesn’t say doesn’t say composer

How can you contact the


How can you contact the How can you contact the How can you contact the How can you contact the How can you contact the owner of the business card?
owner of the business card? owner of the business card? owner of the business card? owner of the business card? owner of the business card? phone number, email, and
phone number, email or email or web site address, office or mobile phone number and email phone number, email, and web site
website phone, email, and web site web site
How many colors are used on
How many colors are used on How many colors are used on How many colors are used on How many colors are used on How many colors are used on the card?
the card? the card? the card? the card? the card? one
two one two one two
What is the first thing you
What is the first thing you What is the first thing you What is the first thing you What is the first thing you What is the first thing you look at on the card?
look at on the card? look at on the card? look at on the card? look at on the card? look at on the card? the logo
the two s’s the abstract m the logo the logo the logo
Are any special effects used?
Are any special effects used? Are any special effects used? Are any special effects used? Are any special effects used? Are any special effects used? If so what are they?
If so what are they? If so what are they? If so what are they? If so what are they? If so what are they? no
no no no cutout of logo no
What color of paper is the
What color of paper is the What color of paper is the What color of paper is the What color of paper is the What color of paper is the card printed on?
card printed on? card printed on? card printed on? card printed on? card printed on? black
white white cardboard dark gray white

ERIKA CARDON ART 230 TYPOGRAPHY | 17


CO N C E P T D E V E LO PM E N T | T H U M B N A I L S K E TC H E S

1. I like the most script-like feel to


the name/logo on this card.

2. I like the bigger letters and the


more abstract look it creates.

1 3. I like the simple clean letters


creating the logo.

4. I again like the simple clean


letters, but that are a little more
offset.

5. I like the potential lost and found


and playing with the letters that
3 2
this one creates.

ERIKA CARDON ART 230 TYPOGRAPHY | 18


CO N C E P T R E F I N E M E N T & R E V I S I O N | D I G I TA L S K E TC H E S

erika
ec CE
1. I like the lower case e and c and

a
Erika Cardon Erika Cardon

erik
Erika Cardon

erika@erikadesigns.com
www.erikadesigns.com
c: 801.362.6065 | h: 951.263.6160
6451 Tigers Eye Ct
Mira Loma CA, 91752
erika
6451 Tigers Eye Ct
Erika Cardon web designer
web designer how they work together on this

ec
Mira Loma CA, 91752
er 6451 Tigers Eye Ct
card. The have a similar shape,
ign Mira Loma CA, 91752 6451 Tigers Eye Ct
des
6451 Tigers Eye Ct
er b Mira Loma CA, 91752 Mira Loma CA, 91752 but don’t feel overly balanced
esign we
c: 801.362.6065
d
web due to the crossbar in the e.
h: 951.263.6160 c: 801. 362.6065
c: 801.362.6065 c: 801.362.6065

ecee
Erika Cardon
h: 951.263.6160 h: 951.263.6160 h: 951.263.6160

web designer
erika@erikadesigns.com

erika
www.erikadesigns.com
erika@erikadesigns.com | www.erikadesigns.com erika@erikadesigns.com | www.erikadesigns.com erika@erikadesigns.com | www.erikadesigns.com 2. The e and the c work together

c
in a similar way on this card, but
with the Avenir typeface they are
1. Baskerville Italic 1. Bembo Book Italic 1. Avenir Next 1. Trade Gothic Condensed 1. Bodoni
a little more open, allowing room
2. Baskerville Reg 2. Bembo Book Reg 2. Bembo Book 2. Trade Gothic Compressed 2. Trade Gothic to place the text for the card. I

ec
like the somewhat abstract way

ec
this card presents due to the lost

EC
Erika Cardon Erika Cardon Erika Cardon and found of the letters falling
Erika Cardon

er
web designer web designer web designer
off the page.

ign
Erika Cardon

des
6451 Tigers Eye Ct
6451 Tigers Eye Ct Mira Loma CA, 91752

web
6451 Tigers Eye Ct Mira Loma CA, 91752 6451 Tigers Eye Ct 6451 Tigers Eye Ct
Mira Loma CA, 91752 Mira Loma CA, 91752 Mira Loma CA, 91752 c: 801.362.6065 3. I like a lot about the e and c in
web designer h: 951.263.6160
c: 801.362.6065 this one. At first glance it is hard

e ec
c: 801.362.6065 c: 801.362.6065 erika@erikadesigns.com
h: 951.263.6160 h: 951.263.6160 www.erikadesigns.com erika@erikadesigns.com
h: 951.263.6160
c: 801.362.6065 | h: 951.263.6160 www.erikadesigns.com to tell which is bigger. Is it a c
erika@erikadesigns.com | www.erikadesigns.com erika@erikadesigns.com | www.erikadesigns.com

c
erika@erikadesigns.com | www.erikadesigns.com
3 on an e, or an e in a c. The ‘web
designer’ sort of visually creates
1. Centaur 1. Egyptian Slate 1. Neue Haas 1. Avenir Next 1. Neue Haas a crossbar carrying on the idea
of the e. This one also is more

c
2. Avenir Next 2. Centaur 2. Bodoni 2. Centaur 2. Stemple Garamond abstract, again using some lost

EC EC ec
and found with the letters falling

e
of the page.
Erika Cardon Erika Cardon Erika Cardon
Erika Cardon

er
web designer web designer

ign
web designer
6451 Tigers Eye Ct

des
Mira Loma CA, 91752 Erika Cardon

web
6451 Tigers Eye Ct 6451 Tigers Eye Ct 6451 Tigers Eye Ct
c: 801.362.6065 6451 Tigers Eye Ct
Mira Loma CA, 91752 Mira Loma CA, 91752 Mira Loma CA, 91752 Mira Loma CA, 91752
web designer h: 951.263.6160

e
cec ec ec
c: 801.362.6065 c: 801.362.6065 c: 801.362.6065 erika@erikadesigns.com
erika@erikadesigns.com h: 951.263.6160 h: 951.263.6160 www.erikadesigns.com

e
h: 951.263.6160
www.erikadesigns.com c: 801.362.6065 | h: 951.263.6160
erika@erikadesigns.com | www.erikadesigns.com erika@erikadesigns.com | www.erikadesigns.com erika@erikadesigns.com | www.erikadesigns.com

1. Neue Haas 1. Egyptian Slate 1. Klint 1. Akko Rounded 1. Avenir Next

2. Baskerville 2. Legacy Sans 2. Akko Rounded 2. Klint 2. Akko Rounded

Erika Cardon Erika Cardon

ec Erika Cardon
er

er
web designer
ign

ign
des

des
6451 Tigers Eye Ct 6451 Tigers Eye Ct Erika Cardon Erika Cardon
web

web
Mira Loma CA, 91752 Mira Loma CA, 91752
6451 Tigers Eye Ct 6451 Tigers Eye Ct 6451 Tigers Eye Ct
c: 801.362.6065 c: 801.362.6065 Mira Loma CA, 91752 Mira Loma CA, 91752 Mira Loma CA, 91752
web designer h: 951.263.6160 web designer h: 951.263.6160
c: 801.362.6065 erika@erikadesigns.com erika@erikadesigns.com
erika@erikadesigns.com erika@erikadesigns.com h: 951.263.6160 www.erikadesigns.com www.erikadesigns.com
www.erikadesigns.com www.erikadesigns.com c: 801.362.6065 | h: 951.263.6160 c: 801.362.6065 | h: 951.263.6160
erika@erikadesigns.com | www.erikadesigns.com
1 2

1. Neue Haas 1. Neue Haas 1. Neue Haas 1. Avenir Next 1. Avenir Next

2. Akko Rounded 2. Egyptian Slate 2. Egyptian Slate 2. Egyptian Slate 2. Klint

ERIKA CARDON ART 230 TYPOGRAPHY | 19


D I S S E C T I O N R E S E A R C H | B US I N E SS C A R D R E - C R E AT I O N

Card specifications

1. Font: 2. Style: 3. Alignment: centered


Juniper and phone number
sans serif regular - maybe bold for Juniper

address, email, and website


serif italic

Grid structure | Draw lines to identify the grid used for the card you re-created.

JUNIPER
1569 East Coast Collective, Big Sur, CA.
p +61 3 3345 6678 m +61 412 345 678

info@juniper.com www.juniper.com

ERIKA CARDON ART 230 TYPOGRAPHY | 20


V I S UA L AU D I T | T Y PE J O U R N A L 02

ERIKA CARDON ART 230 TYPOGRAPHY | 21


PONDER | MODULE 04

I was born at LDS Hospital in Salt Lake


City, Utah. According to Google Maps, RESEARCH | EMULATION
I am exactly 656 miles from there right
What do you look for when choosing a successful
now. business card?

RESEARCH I looked specifically for cards that used primarily


typography. If it was decorative I tried to stay with
What did you discover about business cards while design make with letters. I was also looking for cards
doing the visual research? that appealed to me as well as card that had a clear point
What really stood out to me was that sometimes simple or purpose. There were a few cards I found, sure as the
is better. There is nothing wrong with a fun design, Julian card I used, that I had no idea what they were for. I
but you can communicate just as much with simple did use that card, because they created such a neat effect
typography, and the card stays a little less busy - which with the letters, but for the most part I tried to shy away NO PARKING

may or may not be a benefit to that card. from cards that were just a name.

CONCEPT SKETCHES
CONCLUSION
Briefly describe your sketching process. It is not ornate by any means, but
What mattered to you in Module 04?
I tried to be really free with my sketching this week. I a little more dressed up.
didn’t take the time to color in deep blacks and make it I thought that one of the key things to pull out of module
perfect, but I still kept things looking nice. I tried, instead, 4 was about designing with out pictures. That is really
to focus on ideas. As I had ideas I would just throw them the intent of the class. We took business cards this week,
out. There were a few times where I had several partial something that we are pretty used to seeing dressed
FONT COMPARISON
ideas down because I would start one and it would give up with design, and had to look for ones that only use
me another idea which would give me another. What did you notice about Trade Gothic Next LT elements of typography. It was a big of a challenge, but
when comparing it to Neue Haas Grotesk? not nearly as much as I thought. It really showed me that
DIGITAL SKETCHES you can have a strong design using only letter forms.
The first thing that I noticed was that Trade Gothic
was not terribly different from Neue Haas. They have a
What is the most difficult part of digital sketches?
number of similarities. Their x-height is the same. They
I really enjoy the digital sketches. The most difficult part are also roughly the same width. However, where Neue
was remembering to use two different typefaces on a Haas is fairly simple and clean, Trade Gothic is a little
card. I would get going on an idea and just throw the fancy, with circular g’s and curving a’s. It is not ornate by
text in so I could start the next idea while it was fresh and any means, but a little more dressed up.
a few times forgot to change my body copy typeface.

ERIKA CARDON ART 230 TYPOGRAPHY | 22

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