Goods & Surplus Co. (Lettering Project)

Sept. 24th 2014 (Hierarchy & Shapes: Layout Exercise):

I'm working on the 3 larger ideations based on my thumbnail process. I liked what I came up with for some preliminary ideas, but I wanna try something slightly different. These are the three ideas that evolved:

Version 1:

Version 2:

Version 3:

Sept. 12th 2014 (Hierarchy & Shapes):


I've begun working on the layout. I already have a general concept in mind for what I want to do, so I'll use that to build the shapes for my words and phrases. I felt a little bit restricted using shapes in Illustrator, so I skipped straight to thumbnails.

My eyes are very drawn to the lettering that is situated on an curve or an angle, so that's what I'm going for. I came up with 6 ideas:

Sept. 11th 2014 (Project under way): 


I've chosen to work with vintage cigarette ads as I find the tyopgraphy and layouts very appealing to learn more about.

Some of the things I learned as I delved into the evolution of the vintage cigarette ad era:


Generally the stroke widths are consistent, mixing between thinner body copy and thicker headlines. The copy is usually on a light background but there is also a lot of high contrast between background and type in other styles used.


Most cigarette ads use one column that spans the entire width of the page. The copy is usually centre aligned as opposed to hanging right or left.


There is usually some sort of decorative border, or a shape that helps to make the larger type stand out. The graphics are some times flat and sometimes made to appear 3D.


The letterforms are for the most part relatively proportionate in terms of x and y height. There is roundness to some letters but they are typically rectangular. Some shadowing is used. Small caps is used quite often in cigarette ads and packaging. The letters are almost always in all caps. Sans serifs are not as widely used as serif fonts. The letters usually have flourishes on the letters on each end of the headlines. There are some script fonts used.

I am moving on without creating a timeline that documents the evolution of ads, because other students have done such a great job of it already. Not much more I could add to it.


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