Project #3: Typaceface Spread
VAG ROUNDED
VAG ROUNDED
VAG ROUNDED
Basic Research of VAG rounded
- VAG rounded is a typeface that was created from the merger between Audi and VW.
- It was created to rebrand the VW group after acquiring AUDI
- The designer behind VAG rounded is not exactly known but it was created from a design team Sedley Place and a swiss agency, GGK Düsseldorf.
- VAG typeface was released to the public in 1980
- After it went public, many corporations used VAG to market campaigns and notable products. Ex, Apple, Reddit, Jollibee restaurant
- VAG gives a welcoming, comfortable, easygoing aesthetic
Typeface Spread Sketch
Moodboard
In order to get a better sense of what vibe and imagery I wanted to showcase in my spread, I decided to make a simple moodbaord. Going back to my three adjectives I chose for VAG, I wanted my spread to be welcoming, modern, and vibrant. Here are some of the images that represent the mood and images I may want to use in my spread.
Exploring Weight
These were the 4 options that I was able to use from adobe. Out of these 4 options, I liked the top one the best as the last two ones felt too thick and compact.
Analyzing VAG Rounded
In order to analyze the characteristics and the design of VAG rounded, I briefly tried to differentiate VAG rounded compared to other fonts. VAG rounded was created from a combination of Futura and Times New Roman. During the merger between Audi and Volkswagen, Audi was using a Times New Roman meanwhile Volkswagen was using Futura. After the merger between two corporations, VAG-VolkswagenAudiGroup had to go through rebranding and that is where VAG rounded was created.
VAG rounded has rounded terminals on the edge of each letter but the sharpness of edges on the inside is still applied to it. The roundness of VAG came from Futura and the sharp edges came from Times New Roman.
Formatting Context in Spread
These were my iterations into figuring out how I would format the narrative in the spread out. In order to get to a sense of what it feels like to have my entire narrative inside the spreadout, I went ahead and inserted the whole context. Soon after, I realized that my narrative was too long for the spread out and I had to revise words and simply many of them. I experimented with switching texts in different positions and also added the analysis I have done with VAG.
Choosing Color & Imagery
These were my 4 favorite images I could find. When I first thought of “what would be a great image to install in my spread out”, I started to think back to how VAG was originally created.
I wanted to stress that VAG was created by the merger between two automobile corporations and I thought this was relevant to VAG’s history and as a huge car fan, I wanted to install an image of cars made by Volkswagen.
By the time VAG was created, Volkswagen’s beetle was on the rise and as of today, the Volkswagen beetle stands as an icon of Volkswagen. In addition, I felt like the colors of the beetle were so beautiful and it matched very well with VAG looking friendly and welcoming.
Iteration with Image and Context
After selecting images and experimenting with my narratives, these were the final 3 spreadouts that I liked the most. Out of these three, I decided to work with the one in the middle since I loved the energy of color inside the image and I also liked how the image was cut off right on the edge of the headlight. Not too obvious that it's a Volkswagen beetle but enough that people are able to recognize it.
By selecting the image red beetle as my main image to be used in my spread out, these were the 4 colors I chose to use in my spreadout. I wanted my spreadout to be welcoming and friendly just like the vibe of VAG and I thought the cream and reddish-orange would go well with each other.
Poster for Crit
Final Poster
Project #4
VAG Rounded: Typeface Video
Create 60-second video that highlights the unique characteristics and personality of your typeface in the context of its use and in relation to its larger type family, if that exists. Here is your opportunity to take advantage of sequence and motion in visually describing and comparing the various forms and attributes of your typeface.
Mood & Color
I first began to think about how and what mood I wanted show in my typeface video of VAG. Just like how I created my spread, I wanted a similar feeling. I wanted my video to be welcoming and friendly just like the characteristics of VAG.
Selecting Music
Since I wanted my video to sound friendly and welcoming, I tried to search for songs that were very exciting and energetic. However, I soon realized that these songs were too exciting and would be too overwhelming.
I went ahead and tried to look for a similar vibe but not too overwhelming. I found this song somewhat in the middle and really considered using this.
Then, I came back to think about what year VAG was created. It was created in the 1980s and it was created in Europe. This gave me an idea that maybe, the song doesn’t need to be that exciting. VAG was created in Europe and this is one of my favorite classical music and it also felt very welcoming at the same time.
I was almost certain to choose this song. However, it felt like it was too hard to match my narrative with the flow of this music and I wanted something that would catch people’s attention right away.
I finally found a song that would go perfectly with VAG. It catches attention right away and the whole vibe sounds very friendly and welcoming. Furthermore, I felt like the speed and tempo of the song would go very well with my narrative.
Creating the Narrative
Designed in 1979
when volkswagen and audi merged
VAG-VolkswagenAudiGroup
Combination of
Futura (futura typeface)
and
Times New Roman (new roman typeface)
came
VAG Rounded
Round terminals (zone in)
sharp corners (zone in)
tall x height
Large Counters (highlight)
regular / regular italic
light / light italic
Friendly
Simple
Modern
Considered a
Corporate
Font
“VAG Rounded (show up) (fade out)
has a much more (fade in) (fade out)
elementary school “ “
playfulness to it.
I think that
informality is
hard to find in
a lot of typefaces.”
-steve Matteson
I wanted to tell the story of “how” VAG was created in my video. Starting off the video from when and how it was created, I also tried to show its characteristics and usage of VAG in my video. After creating my narrative, I created a storyboard tried to layout my narrative on each slide of the video.
Final Narrative/Slides for video
I tried to keep my slides and color very simple just like VAG. I only selected three colors to use in the video and I think the colors I chose went very well with the characteristics of VAG. I mainly focused on keeping the video simple yet specific as a whole.
Final Video
Reflection
After creating the video for VAG, I first learned the importance of music. I never knew that music would make such a difference in video and how reliant it can be. I am really satisfied with the music I have chosen for this project and it definitely went well with my type.
Another lesson I learned is learning how to use after effects. This was my first time using after effects and to be honest, it was a struggle to use an application I have never used before. There were many times I was stuck using after effects and wasted a lot of time trying to figure it out. I was able to get help after all but it is definitely harder to use and try to figure out what it is when I am halfway across the globe. After all, I learned about what after effects can do and I hope to use after effects in the future as well.
By ending my chapter in Communications mini, I learned many great things over the past few weeks. It was definitely fast paced- going through 4 projects during the mini but some things I learned were the importance of grids, structure, usage of color, pacing etc. I never knew communications design had so many factors to consider and I also learned to be very specific in every little detail. I have really enjoyed the communication mini and I can’t wait to see what's ahead of me.
