Type Anatomy Motion Project

Motion Project: Anatomy of Type

This task involved creating a type-driven design board, storyboard, style frames and short motion test that visually communicate five distinct characteristics of a specific typeface in order to present a pitch for a 5–10 second sequence consisting of 2 shots and a transition between the shots.

Concept Statement

My chosen typeface for this project was ITC Avant Garde. My conceptual development was to attempt to successfully portray the character of this typeface through its anatomy and characteristics. The key tool to achieve this was conducting an analysis of the typeface as precedent research and developing a mood board. This was crucial in gaining an understanding of the typeface’s context and representing its character correctly. The final design outcome depicts a 70s retro style and three of the typefaces’ characteristics which communicate the typeface appropriately.

Storyboard and Style Frames: