Jovica Veljovic as a Font Designer - Essay Example

Jovica Veljovic – Font Designer Veljovic, an Inspired Beauty. Discuss Enter and Roll Number or College of Professor April 24, 2013 1. Introduction: 1.1 Font: It is a set of characteristics including typeface, size, spacing and pitch. A typeface defines the shape of each font; size defines its proportions, pitch defines the alphabets displayed per inch and the spacing defines the distance between two words. The text is always represented by fonts. The designing of a website includes fonts as well; the aesthetics; creativity all has their impact on the presentation. Each year tons of fonts are being produced. Font designers are now appearing in a brighter screen, which is promising a bright future (NTC Hosting, 2013). Being a graphic designer calls for the perfect selection of font designed for a specific thing, but some dominant and leading fonts are used almost everywhere. For example, the usage of Serif fonts is prohibited for any website by the designers who created the said fonts (Desizn Tech, 2011). 1.2 Font Types: Calligraphy, BlackLetter, Serif, San-Serif, Script, Pixel and Decorative are a few types of fonts available in everyone’s reach (Design Is History, 2013). The fonts are also categorized into different families. Each font may differ from another in boldness, or being italic. Some of the most famous and widely used fonts are Times New Roman, Arial, Verdana, Helvetica and many more (NTC Hosting, 2013). 1.3 Impact of Fonts in our daily life: Fonts have a great impact in our lives, sometimes it is the missing link of the drink and a theory, sometimes it simply makes you happy, sometimes it makes a person think upon it. The color, the shape, the size all matters and varies from a brand to an endorsement to a newspaper. One can play with the typefaces, rotating, inverting, squaring; encircling can create such beautiful and amazing outlook that makes people ponder upon it as the font speaks better than the ad itself (Bierut, 2013). Fonts are a part of our daily life. We cannot detach ourselves nor from it neither from its existence and importance. It is widely used in design and photography, videography, web development, marketing, analytics, social structure, media, documents, publishing, business, industries and learning (Adobe, 2013). There are thousands and thousands of fonts available to printers, designers, writers, artists and most importantly the layman (Design is History, 2013). 1.4 Jovica Veljovic – Font Designer: Veljovic, a typographic designer, a calligrapher and a book designer and has 35 years of experience in it. His typefaces are widely been used and have been published by ITC, Adobe systems and Linotype. He has received a number of calligraphic and typographical awards. He has designed a number of fonts some of which are listed below: ITC Veljovic® (1984) ITC New Esprit® (1985) ITC Gamma® (1986) Ex Ponto® multiple master typeface (1995) Silentium® (2000) Sava™ (2003) Libelle™ (2009)  Veljovic Script™ (2009) ITC New Esprit® (2010) Agmena™ (2012). (Linotype, 2013). 2. Analysis: 2.1 Design History: According to Veljovic the fonts created are a symbol and a means of expressing what he feels and thinks. What was in Veljovic’s mind was to create such a type of font for publishing and books that the writers should only be focusing on how to write or what to write not about the selection of fonts and the design of the fonts. His aim was to create books with his typefaces and it becomes the standard for books and other publishing material. The influences of his design were the calligraphic scripts since beginning. The usage of the tools was an essential part as Veljovic wanted his designed fonts to be properly and completely functional while still having the true poetic essence. He said that he wanted to bring life to the words, to appeal the viewer and takes it deep into its meanings as I wanted them to be totally perfect and full of life. To design a font, one has to be really considering accurate proportions, ratios, colour with the thickness of Serif fonts, the relative heights, ascending and descending orders, spaces and the effects of space. The extremely difficult job was to maintain the rhythm, bring them to life and let them speak for themselves (Linotype, 2013). 2.2 Technological context: The marketing of font through web is a great deal and the most crucial. Every vowel, every word has its own psychological impact and meaning. The correct name of the font is also very important for the marketing of the font. The typefaces affect the human psychology as it counts the presentation and appeal. The graphic designers are specifically mentioned about the appeal and the text speaking itself. The literal meanings do count but the usage, styling, proper appeal for a diet coke or chips work the best. In this regard the correct usage of font for books, newspapers, magazines, articles, web all matter. The best example could be one goes for a cola named chilled if the text effects are angular, sharp and pointy and taking white and blue tones to represent ice or cold yet an important news with font type “chiller” won’t pay enough emphasis on the news rather a bold, straight and obvious font would certainly gain the viewer’s eye quickly (A-type, 2013). 2.3 Design and Typography: Below are given the description with reference to design and typography the fonts and typefaces created by Veljovic. 2.3.1 Veljovic Script™ (2009): The typeface created and designed in 2009 by Veljovic is a masterpiece. It is an informal, brush style calligraphy where letters do not connect although with a certain overlapping. It is a multi-lingual font supporting both Latin and Cyrillic scripts (Strizver, 2013). 2.3.2 ITC New Esprit® (1985): This is a 16 font typeface family fitting in ITC typeface collection. It mixes and merges very precisely with the personality and the lyrics. This family was designed 25 years ago which was created as the branch of the same ITC family as it improved and displayed a much better and improved typeface of the family. While designing this family Veljovic soon realized that there were many improvements that could be taken in consideration for a new family. The font design is a strong serif, light contrast, and a lower heighted one easy to handle and read. Haley, a designer, says that this is a very effective typeface designed by Veljovic taking up empty spaces from the graphic designers as it touches creating a prominent visualization (Typophile, 2013). 2.3.3 Agmena™ (2012): It has always been Veljovic’s passion to create a classic profile for publishing and books so that people could focus on what to write rather than its presentation. Agmena has been perfectly designed by Veljovic for the books and publishing data (Vfonts, 2013). This typeface is properly proportional, in its form, standard and spacing. This font although has a similarity with the Renaissance font designs Antiqua. Open and clear writing, a good height makes it easy to read even in smaller size. The curves and its attachments and rigidity bring it to life. The diamond, curvy, circular and calligraphic scripts makes it distinct and legible making it ideal for books and other publishing material (Linotype, 2013). Many graphic designers and font designers play with the historical and modern fonts in order to create a blend of it making it a whole wide variety of new genre and a new family. They do not restrict themselves onto Verdana or Times New Roman; they experiment with certain other old fonts in order to experiment into a new and a great wide world of fonts. Fonts create emphasis through its shape, size, color, texture and guide a person to its ups and downs. It makes a person feel strength and power of it, thus, controlling one’s emotions and mindset (Bergsland, 2010, pp. 04-45). 3. Conclusion: Typeface is a necessity of our life. We have millions of fonts and typefaces everywhere all the time around us. From our cell phones to television, internet to billboards, brands to drinks everything is dependent upon fonts. It attracts, seduces, allures, smiles and cry with its depth and this is the most successful usage of font type, to appeal to the viewer. Designers play with fonts so that they create the visual circulation of the poster or the billboard, emphasize through size, shape and color. 4. References Adobe. 2013, Jovica Veljovic. [Online] Available at: http://store1.adobe.com/cfusion/store/html/index.cfm?store=olsus&event=displaydesignerinfo&code=velj [Accessed April 24, 2013]. A-type. 2013, How well does selling fonts pay?, [Online] Available at: http://www.typophile.com/node/67879[Accessed April 24, 2013]. Bergsland.D. 2010, Practical font design: 2nd edition: rewritten for fontlab 5, USA: Createspace. Bierut.M. 2013, The Typeface of Truth. [Online] Available at: http://observatory.designobserver.com/feature/the-typeface-of-truth/35428/ [Accessed April 24, 2013]. Design is History. 2013, Type Classification Design, [Online] Available at: http://www.designishistory.com/1450/type-classification/ [Accessed April 24, 2013]. Desizn Tech. 2011, Most influential fonts in graphic design and their history, [Online] Available at: http://desizntech.info/2011/10/most-influential-fonts-in-graphic-design-and-thier-history/ [Accessed April 24, 2013]. Linotype. 2013, Font Designer – Jovica Veljovic, [Online] Available at: http://www.linotype.com/769/jovicaveljovic.html [Accessed April 24, 2013]. Linotype, 2013, Font Designer – Jovica Veljovic. [Online] Available at: http://www.linotype.com/769-33098/interview.html [Accessed April 24, 2013]. Linotype. 2013, Agmena: a perfectly designed, poetic book typeface, [Online] Available at: http://www.linotype.com/6951/agmena.html [Accessed April 24, 2013]. NTC Hosting. 2013, We help you create your own website in a quick few steps, using your unique Domain Name and Ready-Made Design, [Online] Available at: http://www.ntchosting.com/multimedia/font.html [Accessed April 24, 2013]. Strizver.I. 2013, Go wild with Opentype, [Online] Available at: http://www.fonts.com/content/learning/fyti/using-type-tools/go-wild-with-opentype [Accessed April 24, 2013]. Typophile. 2013, Monotype imaging adds the ITC new esprit family to its ITCtypeface collection, Online] Available at: http://typophile.com/node/72322 [Accessed April 24, 2013]. Vfonts. 2013, Agmena. [Online] Available at: http://www.myfonts.com/fonts/linotype/agmena/ [Accessed April 24, 2013]. Read More