Neue Haas Grotesk Word Poster
ART230 BYU-I
Mark Villondo
Neue Haas Grotesk Poster - Mark Villondo 2020
A poster featuring the Neue Haas Grotesk typeface. The type is featured on product tags and titles, usually in black and white, for presentation and communication of clear, legible words. You may have seen this type on the popular tabletop card game Cards Against Humanity.
This poster is organized into sections like a grid, with the upper half taking the height of "Neue Haas" and the bottom half taking the word "Grotesk." The body text is fitted to a height in accordance to whatever part of the font title exists in its' portion of the poster, and all body text is aligned towards the center to help keep the focus at the center, where the font title runs up and down on a vertical line. The font title parts each half a different color background for whatever portion they fill on the poster, followed by fading copies of that portion of the title moving away from the center. This was done to reduce the amount of negative space but also to increase visual hierarchy for the title font.
The negative space filled by the void where the body text doesn't exist as a result of alignment in all cases being towards the center was done on purpose so that the reader/audience would stay close to the center where all the content exists. Visual hierarchy was meant to be in the center, where all the body and title fonts run on or are aligned towards in a vertical line. Negative space, alignment, and visual hierarchy are all composed to create a sense of organized composition like that of a grid.
Despite the emphasis on these concepts, I personally felt that I wanted to align the body texts towards the center because leaving it justified and more true to the idea of a grid organization made it feel boring, and doing it the way I did felt more exciting. Originally, I would have liked to leave it as a black and white piece similar to the ways I've seen the font be used before on products due to clear legibility and a sense of sleek design, but I feel as though these colors help make the poster stand out more now that I've implemented them.
- Mark Villondo 2020
