Feedback received in critique noted that the name ‘Theobald’ was unique and unusual, making for a more memorable brand. Additionally, it was also mentioned that the name sounded somewhat archaic, and therefore represented the potential period-style home specialism of the brand.
In attempt to enhance this notion and represent it visually through the brand identity, I explored a range of serif-typefaces, for a more traditional characteristic, with a more dated
aesthetic/visual quality.
The typeface I feel captures the archaic quality of the brand name and represents its period specialism is ‘Tribute OT Roman.’
Designed by Frank Heine in 2003, the typeface was created using a single printed source (a photo copy of a reprint of a type specimen printed in around 1565) as its model. The typeface’s distinctly dated aesthetic is evident through the ‘O’s and other rounded letters’ very subtle tilting to the left, as well as convoluted, quite heavy serifs with concave transitions to the stem, triangular upper serifs, small counters, and decreased contrast between thin and bold strokes.
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