Letter Proportion: looks at the overall form of the letter. Is it
tall and condensed or short and squat? Does it have a tall x-height? Is it roundish in form or squarish? What is its silhouette?
--> The letter form of this type is all in uppercase, block-like and thin. The line stroke for all the letters is consistent and thin. It contrasts the actual title which is much more thick and round compared to the Bebas Neue. This creates a sense of contrast and brings attention towards both the title and the subtitle, and it's not very different from each other since both fonts are sans serif.
Line Quality: looks at the specific edge of the line. Is it
distressed for example? Do stroke terminals come to a sharp point or are they rounded off? Etc.
The font chosen for line quality is Avenir LT std, and the line quality of it is thin, it's rounded off and its minimalistic. It’s clean, neat and round letter forms similar to the title which connects the both of them and it’s able to give off the sense of friendliness and informal feel towards the whole brand name and tagline.
Mood: gets you to assignment an adjective to the type. Is it
playful? Serious? Fit for a wedding invitation? An obituary? Is it
informal? Etc.
I chose Gill Sans MT due to the similarities between Franklin Gothic and the letter format as they’re both rounded. Gill Sans was perfect in terms of thickness to be matched with the title font. It’s supposed to give a casual, fun and semi-professional sense to my brand so it makes sense to be a eyewear company.
Historic Period: literally what period in time does the type come
from. For example, Bauhaus was designed in the mid 1920s. Art Nouveau fonts come from the early 1900s. Helvetica is a famous mid-century font associated with Modernism. To fit this rule, you must know your type.
I chose Cooper Black as it’s a font established in 1922 and in the same time period as Franklin Gothic which was established in 1904. This was quite simple to pair as the rounded serifs fit well with the title font. It’s overall a contrast between sans serif and serif.
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