Research into the typeface Optima found its heavy use in the cosmetic industry as the display face of choice. This common use within an industry lead to the appropriation and parody of the Maybelline slogan “Maybe she’s born with it, maybe it’s Maybelline” and influenced the pink only color scheme.
The font can also be found on the Vietnam Veterans Memorial, was used by the John McCain Campaign of 2008 and by Aston Martin.
The heart’s symbolism as an essential life organ combined with the recognizable tips of a gas nozzle were chosen because of their simple and immediately identifiable qualities. The reverse style of dark ground with white figure and text adds a feeling of “shock” to the message, while red replaces black to call on the symbolic […]
The objective was to explore the use of primary shapes and how they relate to the letter form’s positive and negative area. Each letter and number is featured in the pangram poster along with descriptive content about the type face, designer and the letters o, x, & b. Instructor: Bethany Armstrong
This typographic poster in the Optima typeface features a background glyph in Optima, in addition to a golden section grid system. The grid determines title positioning as it contains a long, straight, diagonal to serve as a baseline. From the title, body copy and the subheadings branch off in loose respect to the glyph, which […]
The font family Optima was chosen as the basis for a type specimen poster featuring historical information about the typeface, its creator and other related facts. Exploration of multiple grid systems were used along with experimentation of information hierarchy. Along with adding color came a decision to have the background reflect the grid structure used, […]