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M.Sessa: Process of learning Hierarchy, Composition and Type Systems

Hello everybody, this is my first Skillshare class and the following post will be my process in learning Hierarchy, Composition and Type Systems.  

 

Monroe Brand Condensed Milk

1) What is the message of this piece? Is something being sold?
This is a piece of advertising for “Monroe Brand Condensed Milk.”

2) What is the layout structure of this piece? Are there underlying shapes? Is the layout common for its time?

I tried to visualize the layout with blue lines. There are underlying shapes within certain areas on the layout. The wavy banner section that reads “Monroe Brand” and the arched type at the bottom that reads “The Wisconsin Milk Condensing Co.” Both of these examples use underlying shapes to form the type. I’m not so sure this particular layout is common for its time but there are decorative elements within the layout that are common for the time.

3) What are three elements of the type that is used during this era?

I’ve noticed in this piece as well as in others that there is a subtle use of serifs. The top banner section that reads “Monroe Brand” and the heading below that reads “Condensed Milk,” are both examples of this. Some other elements of type during this time period is the use of drop shadow on type and the ornate decorations that the type sits on.

Jordan Motor Car Company

1) What is the message of this piece? Is something being sold?

This is a piece of advertising for the “Jordan Motor Car Company” featured in the Saturday Evening Post June 23, 1923. The message of this piece is to market the car towards the rebellious female flappers of the time. The copy of this ad describes a girl who loves all things wild and how the car was built for her. The imagery depicts a cowboy riding a bronco trying to get the young girls attention.

2) What is the layout structure of this piece? Are there underlying shapes? Is the layout common for its time?

I tried to visualize the layout with blue lines. The most prominent underlying shape would be the bounding box of the type in the middle of the layout. I think this is a more traditional layout as opposed to the Bauhaus design styles of the time.  

3) What are three elements of the type that is used during this era?

The use of serif fonts such as Bodoni, Bembo and Garamond was very common in advertisements during this time period. The mixture of hand lettering and printed type was also common. Although serif fonts were popular, geometric san-serifs such as Futura would soon rise in popularity during the later part of the decade.

Kerid Eardrops

1) What is the message of this piece? Is something being sold?

This is a piece of advertising for “Kerid Eardrops” created by George Lois. The message portrayed by the photograph is to stop shoving things in your ears and just use Kerid Eardrops instead.  

2) What is the layout structure of this piece? Are there underlying shapes? Is the layout common for its time?

This layout has a very prominent grid structure. I tried to visualize the layout with blue lines. This style of layout is very common for this time period. Designers in this period started to develop a Swiss style that emphasised readability and cleanness.

3) What are three elements of the type that is used during this era?

The use of type during this time period started to become more practical. Clean justified type became the common style. Specific emphasised phrases and bold type were also the norm.

Holfast Electrical Tape

1) What is the message of this piece? Is something being sold?

I think this is packaging for “Holfast Electrical Tape.”

2) What is the layout structure of this piece? Are there underlying shapes? Is the layout common for its time?

I tried to find the layout structure with blue lines. The arched heading that reads “Holfast” and the type that reads “Electrical Tape” are both examples of the underlying shapes that helped form the type. This is a common layout for packaging in this time period.

3) What are three elements of the type that is used during this era?

The use of a bold outline and shadow on the brand name is common during this era. The sporadic use of sign lettering is common during this time period. The use of geometric sans serif for product details was also a common trait.

Tampa Nugget Safety Matches

1) What is the message of this piece? Is something being sold?

This is packaging for “Tampa Nugget Safety Matches”

2) What is the layout structure of this piece? Are there underlying shapes? Is the layout common for its time?

I tried to visualize the layout with blue lines. The underlying shapes are opposite facing triangles for the main type “Tampa Nugget.”  I think this is a common design for the time period.

3) What are three elements of the type that is used during this era?

Recurring elements of type during this period is the use of hand lettering, bold outlines and contrasting type and color.  

B.F. Cunningham's Bi Carb Soda

1) What is the message of this piece? Is something being sold?

This is packaging for B.F. Cunningham's "Bi Carb Soda."

2) What is the layout structure of this piece? Are there underlying shapes? Is the layout common for its time?

I tried to visualize the layout with blue lines. The only underlying shapes that I could find were the grid lines and the boxes that are made up from the intersecting lines. I think this type of layout for packaging is very common for its time.

3) What are three elements of the type that is used during this era?

The use of bold slab serif type with outlines is a common element of type during this time. Type displayed on decorate banners is another trait of type in this era.

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