Designing a modern, functional serif typeface inspired by art deco for advertising

Abstract

This dissertation explores the art of typography and aims to integrate different design elements to create a beautiful typeface for print advertising. The main inspiration stems from the Art Deco period, known for its lavish design and decorative elements. Typography from this period generally consists of sans serif lettering, which means that typefaces do not have any small strokes at the end. The second source of inspiration comes from modern serif typography. Conversely, the key feature of serif typography is the hairline decorative stroke at the end of each stem. This project uses these two contrasting elements and combines them to create a beautiful display typeface that can be used for different advertising purposes. Two key research methods led the practical part of the project. First, an online questionnaire was sent out to designers to gather data regarding specific design elements to be utilised in the early design stages. Subsequently, an in-depth interview with a local type designer was held to help aid with the refinement of the typeface. Finally, the typeface is presented in a book that showcases and explains the decisions taken throughout the design process.