Studio Brief 2 - Typeface part 12 (rationale)

I wrote a concise version of my rationale for my type specimen:
Grand Deco is a decorative typeface primarily used for display type, originating from Helvetica and inspired by the Roaring Twenties and the Art Deco movement. It is a luxurious typeface, made apparent by the decorative additions and almost unnecessary repetition of stroke. Perfect for branding vintage events and exhibitions, theatres and cinemas or 5 star hotels, Grand Deco radiates lavishness and luxury.

I expanded further on this to include more about the concept, personality and function of the typeface.

I chose Helvetica to adapt as it is a neutral starting point and the juxtaposition of a modern, sans serif typeface against a word with older style connotations was an interesting route to explore.

Helvetica is commonly used throughout design because of its neutrality and simplistic appearance. I wanted to turn these characteristics on their head when creating my typeface. Whilst Helvetica uses monotone stroke weights, a defining feature of Art Deco typefaces is the high contrast in stroke width of the glyphs. In addition to this, some typefaces use repetition of stroke to create an extravagant look.

Prime examples of these features in practice are the typefaces Bifur created by Cassandre and Broadway designed by Morris Fuller Benton. Widely used during the Art Deco era, the typefaces can be found on posters from the twenties as well as artwork created today inspired by the decade. These typefaces have heavily influenced the creation of my bespoke typeface. I have used the proportions of Helvetica to base my type on, but by increasing the contrast between strokes, adding decorative elements and repeating strokes as well as making bowls circular and breaking up the letterforms I feel I have successfully portrayed the Art Deco style.

In contrast to Vignelli’s ideals about type being neutral and un expressive, Grand Deco is predominately used as a decorative typeface - expressing luxury and extravagance.