Week 3

Activity – Refine Type in Motion Continued

Now that we’re getting the hang of after effects, let’s take some time to refine our event posters. Let’s take a step back and work on the typography and layout.

To begin, we’ll start working without motion. Open up illustrator and create as many variations as you can, then pick 4 directions to fine tune, and 2 (from those) to animate. You’ll present 3 final animations later today, including the one you did for homework.

Typography Matters!

Imagine that the type in your poster will be used as the official lock up for the event. It will be used throughout the installation, in the printed communications, and on all digital assets. How can you introduce a system with this poster?
  1. Begin with analyzing the type. Each of your versions should utilize a different type choice. Consider a typeface that relates to your concept, and/or consider the formal qualities of the type.
  1. If you haven’t developed a vocabulary of typography yet, you should be actively working on this.
  • https://www.typewolf.com/ is a good resource for learning about type. It’s a good place to observe hierarchy and explore type in use
  • https://www.getthefont.com/ allows you to search GitHub for typefaces. Note: you should always buy your fonts for finished projects and make your client’s pay for client work. However, sometimes testing typefaces is helpful prior to that. Additionally, many type foundries offer testing licenses for download or by emailing them.
  • Here are a couple contemporary type foundries that are good to know about:

  1. Then start experimenting with the composition and shape of the type. For each of your variations, try as many different versions as you can think of. Don’t worry if it’s good or bad, just try to sketch quickly.
  1. You can also start to think about how you can add motion. For example, take a look at my test below. While the artboards are still, I can start to think about how I can add motion to them meaningfully, rather than just adding an animation for the sake of animation.
  1. Lastly, design is frequently an addition or subtraction problem. Consider if adding a graphic element, texture, photo, illustration could be integrated to help communicate the concept better. Keep in mind that logos/type lock ups work best when they’re clear, direct, and simple.

Things to Try
  • A version where you use 1 typeface on the poster in the same weight at multiple sizes (Example: Times New Roman Regular 12pt and Times New Roman Regular 36pt)
  • One where you use 1 typeface on the poster, at the same size, and two different weights (Example: Times New Roman Bold 20pt and Times New Roman Book 20pt)
  • One where there are 2 typefaces utilized (Example: Times New Roman Book 20pt and Arial Bold 20pt)
  • A version with all caps
  • Experiment with spacing (leading or kerning, or spacing between items throughout)

Things to Avoid
  • Stretching/squishing the type without a reason
  • Adding animation just to satisfy the assignment
  • Overcomplicating the type or the animation



Typographic animations at wax.radio launch event