Typography

Not Real – Grace

This afternoon I was hanging out on Vimeo looking at a variety of things to get some inspiration for a motion graphics/video project I have in the works, and I happened to stumble upon “Grace Sunset Collection” by Not Real. It’s a really well-done advert featuring some great photography, typography, and 3D animation. What’s better there is a making-of video that shows off some of the behind-the-scenes work that went into putting this together. I always like to include the behind the scenes/making of videos if I can because it shows how much work actually goes into producing something that looks so simple. And that is where the magic is. A complex and involved project that produces a final clip that looks simple.

As you watch this, think about how the animation and edits are timed to the rhythm of the music. It goes together so well, and if you weren’t looking for it you might miss that aspect. The other thing that caught my attention is the easing that is applied to the movement of the type, images and objects. It’s subtle and very lifelike. The fall off is natural, and that is the kind of thing that takes some serious skills, whether you are doing it with After Effects expressions, or using the motion graph.

This is some really nice stuff. Now I’m inspired and its time to get to work.

Directed by: NotReal

Creative Direction: Valeria Moreiro
Executive Production: Roberto Connolly

Art Direction: Valeria Moreiro
Animation Direction: Milton Gonzalez

2D Design: Luján Borzi, Pia Alive, Valeria Moreiro
3D Design: Valeria Moreiro, Alejandra Lan, Luján Borzi

2D Animation: Milton Gonzalez, Joana Cabrera, Roberto Connolly
3D Animation: Milton Gonzalez, Joana Cabrera

Lighting & Shading: Valeria Moreiro
Rendering and Compositing: Milton Gonzalez

Making off: Roberto Connolly

Photography:Cecilia Armand Ugon
Photography Assistant: Ayelén Di Biasi
Styling: Maia Frid
Make up: Julie Doee

Models: Abril Castroman- Lo Management
Layla Ferreira- Pink Models

Year: 2020

No Branding Required.

There aren’t many brands that can get away with removing all brand identity from their advertising. McDonalds is one of them that can. The product is so ubiquitous that the purveyor of fast food can not only remove the golden arches, they don’t even have to show product.

McDonald’s has created a series of outdoor ads in recent years that have boldly expressed just how deeply the fast-food brand is embedded in our collective consciousness. McDonalds Canada created a series of outdoor ads that used cropped sections of the golden arches as a wayfinding mechanism. McDonalds France used a series of rain-streaked cityscapes to promote their delivery service. Although minimal in design, there is no doubt that this is McDonald’s. The latest from Leo Burnett UK, not so much.

This new series of posters from Leo Burnett for McDonald’s UK has taken renowned typographer David Schwen’s type sandwiches and created, well, type sandwiches.

There is no mention of McDonald’s anywhere on these yet you know exactly what they are from the ingredients listed. That is definitely a Big Mac and a Filet o Fish. This could be applied to the majority of the McDonald’s sandwich line with a similar effect.

“McDonald’s is a leader, only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve.”
Pete Heyes, Creative Director at Leo Burnett.

It’s a pretty bold move and one that not many brands could pull off. A global brand like McDonald’s can get away with, and does with great effect.

A Case For Art and Architecture Books

When most people think of a book, rarely do they think of it as a work of art. Most of us think of books as a tool for the communication of ideas and information. If the layout, typesetting, and design are well executed the book becomes a seamless experience. You might be attracted by the cover, subject, and writing style, but it’s still just a book. The publisher Taschen has found a way to transcend this concept by producing limited edition books that elevate the content to a true art form.

I often turn to the Taschen website for design inspiration simply because their book designs are so good. Page layout, use of typography, color pallets, etc. When it comes to visual design, Taschen nails it. Lately, I have been returning to the Limited Edition section of the site, not for inspiration but out of pure lust for what can truly be called works of art. Case in point “Piano Virtuoso” a $1250.00 limited edition, 200+ page tome on the life work of architect Renzo Piano.

This book is limited to a run of 200 and comes delivered in a hand-built wooden crate that is identical to the ones his studio uses to deliver architectural models to his clients. It has a hand-pulled lithograph of an original drawing by Piano that is signed and numbered of the Menil Collection Foundation in Houston, Texas that also elevates this to a status beyond what we typically consider a “book”.

With this being limited to an edition of just 200, and a price point of $1250.00 I’m going to have to be content either browsing online and dreaming or opt for the less expensive version of the book with no hand-built case or lithograph. One of the local Barnes and Nobel stores actually has a copy of the non-limited edition books so I had a chance to actually see to see it in person last week.

Like everything Taschen produces, the quality is top-notch. Beautiful page spreads that built a visual rhythm as you scan from page to page. There is an elegant use of photography, illustration, and type that helps to anchor the body copy and showcase Piano’s genius. Gatefold spreads are used to show the architecture in the context of its surroundings allowing for panoramic views. The copy is crisp and concise giving just enough information without becoming overwhelming or granular. The book does a great job of building the story of Piano’s career to date and the many existences of his singular aesthetic.

As for the Limited Edition version f the book being a work of art, I would contend that it’s close. It’s definitely a piece of fine craft when you think about the hand-built case and the limited edition print that come with it. Maybe not a work of fine art but a highly collectible hand-crafted object showcasing the art of a genius. If I could justify it, I’d add it to my small collection of Taschen XXL books. From the photo’s I think it looks absolutely amazing. That wooden case is exquisite.

Madita, a New Typeface from Animography.

If you work with After Effects, or you are a graphic designer you might be familiar with Animography, the company that produces animated typefaces that are fully customizable. I’ve been a fan of these guys for quite some time, and always love it when a new release comes out. In the past Animography has done a pretty straightforward promotion of the product, they show the typeface animating, and the variations that can be achieved with it. All of this is an effective demonstration of what they are trying to sell, but the promotional animation for Madita is a winner.

Animography Shows the typeface in use, but blends it with a catchy little story, some wonderful animation, and shows how the typeface can be used in a project before wrapping it up with a simple question, “Where can I get this typeface?” The design and animation by Philip von Borries does a really nice job of showing Madita in use, and combined with the narration, the story hooks you and keeps you interested until the marketing punch at the end, which hopefully gets viewers interested in the font. Even if you aren’t a designer, or animator, the video is worth watching simply for the visuals and the nice little storyline.