Graphics Reference
In-Depth Information
10-47
10-47
and
10-48
Incongruent
combinations of type
and image challenge the
expectations of viewers.
Sometimes type and image combine in surprising ways to tell a
story or convey an abbreviated narrative. For a market event focused
on pets, a tractor is placed in a doghouse (Fig.
10-47
), and in an
announcement for Saturday Arts on the Market, a living room setting
with a framed image of the tractor suggests that art was purchased at
the market (Fig.
10-48
).
When departing from farm-related images, as in a poster
announcing the market's opening season, the consistent use of robust
icons preserves visual unity (Fig.
10-49
).
The universal feel of the graphic system is supported by the use
of DIN as the text typeface. Designed by H. Berthold AG in 1936, DIN
is the face used for road signage in many parts of Europe. When large
amounts of text occur in materials, it is set into flush-left, ragged-right
blocks, as seen in a flyer for a film festival. (Fig.
10-50
). The inherent
simplicity of the graphic program belies the careful attention paid to
every conceivable typographic detail.
10-49
The word
opening
refers to the
market's new season
and the emergence of
a spring flower. The
typeface selected for the
word is both organic and
geometric, effectively
corresponding to the
flower.
10-50
The bold, vector-
based tractor silhouette,
straightforward spatial
composition, and vivid
color are characteristics
that became the defining
elements of the market's
graphic program.
10-48
