Response to Lupton

                                       Image source: http://www.chanel.com

Although some typefaces and designs seem quite simple, it most likely took a very long process to produce the outcome. This directly applies to brand logos. Brands such as Chanel have a very simple design. The two C's simply overlap in the middle, and the letters are capitalized. Despite the simplicity of the logo, designers would have gone through multiple processes before the design was finalized. I would have never actually thought about this before I encountered Lupton's writing. 

Lupton allowed me to think more in depth about letters and designs. I never paid much attention to them, yet now I realize that there are so many different typefaces that exist around me. It almost seems as though each and every typeface has different personalities. Depending on such things as the width, height, and size, each letter can portray different characteristics. For instance, if a letter is wide and round, it gives a bright and bubbly personality. Referring back to Chanel, the capital letters and the space between each letter portray simplicity and chicness. It represents the brand very well. Thus, typefaces can represent different personalities and originality. 

Furthermore, it is very interesting to me how the letters evolve along with the various time periods. In fact, it was greatly part of an industrial process. Depending on the time period, certain typefaces were more widely used and preferred. Prior to the 1960s and 1970s, typefaces were cast from lead. Then came the digital typefaces. With the arrival of computers, more people began to use them. Thus, it seems as though they became more intricate and complicated. 

                   image source: http://dkdesignstudio.wordpress.com

This is called the Periodic Table of Typefaces that I found online. It consists of popular typefaces that are widely used among people today. Designers Squidspot created this. They are placed in the table according to its respective family. As more ages come along, hopefully there will be more typefaces added on to this table.