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AW03 – Lesson task 1 Expressing Meaning

Expressing Meaning in typography and composition (1-2 days)

Question 1
Create a new word; one which has no dictionary definition and a meaning that only you know. For example, the word we came up with is “roleean”, it doesn’t appear in the dictionary, but it means, “round and leaning to the left”. You could decide on your own word with its own meaning. With regard to our new word “roleean”, this might involve emphasising or dramatically enlarging the letter “o” within the word, and using italics, allowing the letter to lean to the side.

You can start your project and explore ideas by tracing letters, cutting and pasting computer-generated words, photocopying or photographing; be inventive. Take time to consider the various options; don’t just do the first thing that pops into your mind. Explore all possibilities for enhancing your ideas.

Question 2
Now choose two extra words from the list below:

Create three different compositions, showcasing your three words, one word per composition. In each composition, arrange each individual word to express its meaning, using only the colours black and white. Consider all and any means at your disposal: dramatic scale contrasts, cutting, repetition, letter spacing, etc.Each composition should fit onto an A4 format. You can play with the size, spacing, placement and orientation of letters while being cognisant of how the word(s) interact with the entire format.Consider the entire format as an important design element: use all available space; don’t simply centre the word – think of this as an opportunity engage the viewer throughout the entire layout. Experiment. Play. Push to the edges of the page. Repeat elements if it helps to get the meaning across. Choose a very simple creative solution, if you find this direction more appropriate.Make sure to only use one typeface for each composition, noting the suitability of the choice of typeface to the individual word; you can experiment with various styles (light, bold, condensed, uppercase, lowercase). You may repeat, omit, slice, block or overlap words or letters.

Question 3
Now that you have done your planning and sketching it is time to finalize your designs from Question 1 and 2 and post it to your blog.

You will need to supply all your preliminary sketches and ideas along with the final layouts from Question 1 and 2 – the foundational process of drawing by hand is important.

Optional: You can use a program such as InDesign or Illustrator to rework and refine the designs if you have the time, to get some practice with the software. Please do not use drop shadows or similar computer-generated effects.

Question 1: A new word

I fiddled around with different shortcodes, word clashes, and some old words I had former found up.

Sprutle – norwegian for blooming/growing in spring/jumping for joy in springtime.

Mushmash – norwenglish for mash of potatoes or other veggies.

Fadern rå – norwegian playaraund with “faen og”.

Plarsonn – a fusion of the norwegian words pløye, harve, så and våronn (we are currently planting veggies in a 400 square meter field)

Ryvske – a fusion of the norwegian words rydde, støvsuge, vaske.

Flivapi – a fusion of the norwegian words flytaktivitet and terapi. In english it became FLOVIPY – float activity therapy.

I chose Flovipy for my new word.

I sketched it out and finished it in Ai. I used a common font, verdana, easily recognizable, and tweaked it. Sans serif because I wanted a clean look between floating waves.

In the frames [flo-vi-py] I had to change the height, the distance between the letters, and the leading on the brackets to make them fit aroynd the word.

On the explanation I chose a classif serif font, Century to reflect the sans serif cleanness.

Question 2: two additional words


Here are the sketches:

And the final compositions.

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