The type that is used for this specific design is using the contrast in weight and size to achieve gaining attentions of people passing by. The short slogan they have written on the bottom, “see coffee differently,” plays into the design of the logo very well too. At first glance, this seems to be an outline of glasses on a man, which would go hand in hand with the “see” part in the slogan, but a further analysis shows that its actually two coffee cups.

The type used for this design is rather simple: FedEx. What has always attracted me to this design is the largeness and boldness of the font used for the design. The subtlety of aligning the ‘E’ and the ‘x’ in the right way also shows an arrow depicted by the negative space (implying that they are always on the move). Although this is a simple design, the size and weight of the text make this design look full.

This sign for myWayCup shows so many different types within one design board that it grabbed my attention instantly. Though there are different types on the board, the emphasis on myWayCup is shown through its individuality in the arrow. The arrow that holds the store name is thicker and is laid out in a perfect horizontal manner, whereas all the other arrows are tilted.

The type on this magazine spread if simple, yet explosive. It’s a very simple font with simple letter spaces, but its boldness in being places so close to the emphasis of the image (the face) is what works in this design.

Lastly, this design includes multiple texts in different types. It seems a bit messy and distracting, but the type is used nicely when having the word “smoky” blurred out behind the “NAKED” name. It adds emphasis as to what this product is and what it’s intended to do.

This is a sign i found at a bicycle shop that my uncle owns in the city. I choose this sign because of the different uses of letter spacing throughout the sign. For the name of the store on the top of the sign the letter spacing between the letters is very thin which creates a block like shape for the words. Then in the word Bicycles on the lower right side of the sign the letters are spread further apart and curved which really forces you to read across the word and raise the level of your eyesight to finish reading the word. Then the name of the website is very small and crunched together which really forces you to focus in and slowly read across in order to fully see the word.

This is a sign i came across walking around midtown. The sign say RETHINK 3 times in different variations. I choose this sign for the aesthetic appeal as well as the different use of the word rethink. The number of colors used in the sign give it a unique look and they are not normally used together the way they are in the sign which helps to reinforce the meaning of Rethink. Also the Rethink word is altered in different sizes as well as tilted in different direction to help create a rectangular shape out of the words. 

This is the sign for a New York City tourist shop near 34th st. I choose this sign because of the way the lines in the letters were used. The transition of thinness to thickness of every letter in the sign reminds me of the Baskerville typeface. It helps to give the words a unique look as well as making it stand out with the rest of the color and images used in the sign.

This is the sign for a bar not to far from my workplace. I choose this sign for its simplicity. Using only a black and white color contrast for a color scheme it gives the sign a sense of the nighttime life. The letters in the name of bar also have a heavy focus on the serifs with a sharp end to help give it a razor edge look which stands out.

This is a sushi bar that i often go to. I choose this sign because the way the name was design. The stroke designs in the name are reflecting the strokes used in the Japanese writing system. The letter spacing works well to help lead your eyes through the next letter by having the letters closer together. Also the the lower right leg of the letter K going under the I helps to create a diverse look as well as a unique way to transition from the letter K to the letter I.

I found this logo at my friend’s workplace. The design caught my attention instantly with its vibrant red color background and its elegant white typeface. This is perhaps a different version of Bodoni Bold with a strong relationship between thick and thin strong. The point size and letter spacing work well together, not only making the logo harmonious, readable but also attractive and daring.

Verizon recently changed their logo. Personally, I think this design is less messy and graphic elements compared to the old design. The typeface used for this logo is Helvetica. I was not sure what type of Helvetica is used at first, but after searching for more information online, it is Helvetica Neue Haas Grotesk. This commercial poster is very clean and simple. You can get the message instantly and the minimal checkmark at the end of the logo delivers the company’s philosophy which is reliability.

The logo at the MoMA Museum is strongly impressing to me. Its angle and perhaps customized Gothic typeface effectively create a geometrically visual reflection against the mirror building. Also, the size contrast between the uppercase letters and the lowercase “o” got my attention too, making the design easily to read for even non English speakers.

This is the book cover of a book which I have. I like how the designer incorporates the white background with the contrast between black and red color within the typeface (Helvetica?) This integration gives the design floating in the space and comforts the eye at the same time. It is clean, simple and fun especially with the letter “D” flipped over.  The design successfully speaks for the message of the title of the book.

The last design that I personally think excellent is the subway information touch screen. NYC Subway system has been using Helvetica as its main typeface, but I am not pretty sure which typeface it is used here. However, it is still universally readable, and therefore it can make sure everyone gets the correct message/information. The point size is pretty large but not too large. The leading and letter spacing are not too narrowed or wide. As a result, it is easy to read when I am either far way from it or near it. It is simple but importantly practical so that everyone can use it easily.

  This is the photo I took on the bus, I think this is great word design is because it used two colors, Blue and write. Also, the weight is different. Like THE APOLLO. It made the size is same with the first line and second line. it made me feel the design is orderliness. Also, the blue word is tell me the details.

  This is DVD cover photos. “Cloud atlas” is the name of the movie. I like the word design because it is connecting and it made me think more about the movie story. It is cool design. At the top, there are names of the award and the detail of the movie. “CLOUD ATLAS” like the line to connect the movie and my memory of the movie.

 This is also the movie cover photos, the word is at the center of the cover. it made me know if I put the word between the photos. It will be the most important part. It is interesting word design in the cover photo. “BURN AFTER READING” it attract me to see the word and it also use the color difference. It use yellow and white. it match the background. I think it is good design.

This is the book cover. I think it  is very cute deign. I like the word and the picture under the word. It is a cute background and the word on the book like hand writing. It use all capital letters. it also show the reader very clear title name and the writer name.

 Last but not least, this is the book cover too. The book name is “front row”. I brought this book when I just came to United States. The reason i bought this book is because the icon of the picture is big and it seen like the Anna Wintour sign her name on the book. This is a very clear and detail book cover. Therefore, the cover made me bought this book. It is because the word and the design.

The design of these containers found right in front of the Flatiron is what  would say a more successful way of informing people on how to dispose their trash. Rather than having the typical green and blue bins (which indicate which type to material to throw out), these bins actually label the bins in a very loud and simplistic way. I enjoy the sideways rotation of the type as well as the contrasting colors that go very well together. Although the type is not most extravagant type out there, it serves its purpose successfully by getting to the point.

The first thing that caught my eye is the vibrant colors and the levels of texture of the poster. The type is successful because it is embedded in a blue background that contrasts itself from the rest of the brightly colored foods. Putting “FEED” on top of “YOUR” is a nice touch to maximize space.  Like the previous image, this type is basic but gets their message across nicely.

I chose this advertisement while sitting on the subway. The type on this ad is very vintage but at the same time cryptic. I would like to add that that serifs of this type is very pointy which parallels the sharp teeth on the image behind it. The type was successful in putting out their message because when I first took a glance at it, I instantly imagined vampires and fangs in relations to the red on black color scheme and sharp edges of the serifs.

I know that pixelation nowadays does not have the biggest fan group but for this poster in particular, pixelation suits it very well. You can see the sky in the image to be very pixelated and lacks a smoother color transition. The type is in a form that used to be found on video game displays. The image also is very boxy and lacks curvature. Surrounding the theme of a digital video game, this type and image that went with it are successful in obviously pointing out its message.

I personally love late night talk shows so it was not a surprise that this ad for the Jimmy Kimmel Live talk show caught my eye. Taking a closer look at the type, the Ms in ‘Jimmy’ and ‘Kimmel’ uses the picture of the Brooklyn Bridge. I thought that added a nice and comical touch to the message that he is coming back to his hometown in Brooklyn. I definitely get a New York vibe from this ad with the rustic burgundy and vintage beige coloring of the background and type.

This bus stop advertisement for New York City says “The only thing standing between you and the meal of a lifetime is a bridge.” Not only is the type all capitalized, but this poster uses only one kind of typeface throughout the poster (ignoring the bottom citations). The typeface doesn’t just sit vertical. You can see it being used as a slice of meat for the Brooklyn burger, a mug logo in the Bronx, as a fortune cookie message in Manhattan, and so on. The designer of this poster perfected placing the texts on the poster without overwhelming it with letters.

I liked this design because they used the text to make up the image. From far away, you may think it’s just an image, but in reality it is an image made out of text that describes the situation and advertisement.

I like this design because it has a lot of deeper meaning than just Journalism. The picture works well with the letters inside of it representing how their freedom of press is being “handcuffed” in English and a foreign language.

I liked this design due to the color scheme that caught my eye. Both the balloon, the woman’s lipstick, dress, and, beginning of the title are all the same color. The crazy ex-part being a different color and slanted gives it more life and emphasis as if the words were crazy like in the show it is advertising for.

I liked this design because they kept in consideration where these advertisements were gonna be posted. It was in a subway hall with about 4 pairs of all different, but similar ads. They used the bright, weird images to catch your attention which then related to the giant text in the next ad. It made me smile, it was a very playful ad as long as with its other ad partners in the hall.

I liked this design because it kept in consideration the classic look of coffee shops using chalkboards. They kept a similar design for this poster by using a font that has chalk life characteristics and the questions took my attention first which led me to then read the small font below it.

The first one is taken around SOHO. It got my attention initially by their clothes; however, their signboard reminded me type spacing we learned in class. Even though the design is nothing special or sharp to the audience, adding different design of letter “E” give the entire picture a different look. I like its simpleness and plain.

The second picture was taken in the staircase of Parson School of Design. I really love the environment that Parson creates for their students. The ceiling designed in varies of typefaces and brought the environment alive. When I was walking in there, it inspired my passion to arts.

The third picture was taken in the American Express Lounge in Laguardia Airport. This book was filled with a lot of colors; however, the title can still pop-out from the busy background. Also, when I looked into the book, another design caught my eyes, the “London.” The letters were created by different typefaces and different weight. It created a center point after I pay attention to this book. Even though it was a busy design, I still got the message of the book.

The forth picture was taken from the Roman Rockwell Museum. This was one of his work, the series of The Saturday Post. I took a lot of his work; however, I like the way he designed the type. It fit the characteristic of the woman in the picture. It showed curves that brought the letters alive. Other than that, he also created the visual illusion to his audience and also brought out the message that “People read The Saturday Post.” to his magazine readers. It was a piece that made me smile.

The last one was taken in manhattan. The napkin was taken from a bar and I love the illustration, especially the typeface. The typeface was clean, direct, and simple. It told what you should do. Sometimes I like this way of design, it showed its power.

 By Xinran Zhao

 The stop sign is familiar to drivers. We can see this sign everywhere. I have to say the design of the stop sign is very successful. It uses Helvetica typeface, and makes “stop” itself white against the red background to highlight the words. Its design plays an important role on warning drivers.

This simple design caught my attention. The contrast between the black “CHANEL” and the white “CHANCE” makes it stand out. It reminds me the words of simple, clean, and fashion. I can imagine the smell of the perfume is as fresh as the design.

This is a Victoria Secret’s coupon. I love it because it enlarged the “15 OFF” that makes people pay attention to it immediately. The black letters are even clearer to see by accompanying with light pink background. People all love promotion, so when I saw the promotion advertisement I was eager to look for something to buy. That’s why I think this design is successful. It simply achieve the purpose of a coupon.

I like this design the most. It remind me my last project, enhanced quotation, because the background of this bottle is colorful and complicated, just like my picture used for that project. However, the name of this wine is still obvious. This is what I want to learn about.

Another wine bottle with beautiful design. I think “BOMBAY” and “SAPPHIRE” together is the brand of it. Separate these two words and both words are designed along a curve which makes drinking wine a lot of fun.