Every design, every ad, every form of marketing strives to communicate clearly. Typography is a crucial component of any marketing material, affecting consumers’ ability to absorb the message. Not too many years ago, selecting the type and font for a project was a fairly straightforward endeavor. Today, type matters are increasingly complex not only because traditional media are phasing out in favor of digital ones (think mobile phones) and platforms like print giving way to social, whether Facebook or Twitter. Our use of and how we experience fonts has changed: we touch them, we scale them, we make them move; our interaction is far more personal. Complicating this shift, for typographers, is a relatively new and necessary amount of detail about font usage, from ownership to copyrights and licensing agreements, particularly on the Web, that simply cannot be ignored.
Stewart Devlin, chief creative officer of Red Peak Branding, and Bruno Maag, creative director and chairman, Dalton Maag, guide Type Director Club members through a fascinating tour of type history using the case study of Intel Clear, the proprietary, global font created in 2014 for Intel Corp. by Red Peak and Dalton Maag. Along the way, Devlin and Maag promise to bring clarity to the murky, confusing world of font usage today: how does licensing work? Who owns fonts? Why will the answers to these questions matter more, not less, to typographers and marketers like Intel Corp. in the months and years to come?
DAY 1: INTRODUCTION TO FONT DESIGN
with Matteo Bologna & Rainer Erich Scheichelbauer
This session is recommended for type novices, as well as for expert-level type designers.
In the morning session, we will sketch a few letters, digitise them, export the font, and use it in InDesign.
DAY 2: GLYPHS PRO WORKSHOP
with Rainer Erich Scheichelbauer
This session is recommended for type novices who learned the basics on Day 1, expert-level type designers, and prior Glyphs users.
DAY 3: PYTHON WITH GLYPHS
with Rainer Erich Scheichelbauer
This advanced-level session is recommended for the nerdiest type novices who learned the basics on Day 1 and Day 2, expert-level type designers, and prior Glyphs users.
In the morning, we will learn some basic concepts of programming in Python: variables, loops, functions, etc. We will put our knowledge to use by writing a report script and batch-modifying font attributes through Python scripting.
Registration is required and space is limited (20 attendees max.). For more information, email Carol Wahler at firstname.lastname@example.org, or call 1-212-633-8943.
Nancy Rouemy, principal of We Live Type Ltd, will reveal the behind-the-scenes process that culminated in a stunning collector’s edition coffee table book newly released by Rizzoli, the premier publisher of illustrated books.
• Learn how Rouemy and her collaborators landed the publisher.
• Snagged the celebrities.
• Art directed the talent (mostly from 2800 miles away).
• Married type and image — under an impossible deadline.
The Art of Discovery features one hundred intimate portraits of celebrities relating personal stories about their inspirations, interpreted typographically by award-winning designer and art director Nancy Rouemy. Ranging from anecdotal to poignant, the accounts are from luminaries including Jessica Chastain, Adam Driver, Joseph Gordon-Levitt, Ethan Hawke, Amber Heard, Anna Kendrick, Nicole Kidman, Jared Leto, Jeremy Renner, Seth Rogen, Mark Ruffalo, Zoe Saldana, Kristen Stewart, Justin Theroux, Naomi Watts, Shailene Woodley, and other icons of the entertainment industry.
The Art of Discovery will be available for purchase and signing at the event. Proceeds from the The Art of Discovery support The Creative Coalition’s work to champion the arts in America.