# data[].attributes.body
what kind of personality/tone of voice it evokes: the Disney logo personality sets a magical feel. Keeping the classic Walt Disney "d" and Tinkerbell fairy dust swoop for the plus, it replicates the opening scene of Disney movies where we typically would see the castle in the background.

what you like: I enjoy the font that Disney continues to use. It is very easy to identify a Disney movie, product, etc due to its easily recognizable font. I enjoy how the font is loose similar to paint strokes, like in the old Mickey Mouse opening where it would be etched in below him on the paper.

dislike about it: As the years gone on logos have become simpler and more minimalistic for brands. Though the logo was created, I still miss and enjoy the old logo where the blue castle would appear above the heading. This is just preference as it was what I grew up with.

successful in its communication: the logo is very successful as it sticks to the classic Waltograph Disney font, making it easily recognizable. It still includes the company's magical aspect, including Tinkerbell's line of fairy dust but in a simple line form. The cyan gradient also creates a calming feel that is welcoming for all audience members.

# data[].attributes.body
tone/personality: the tone and personality is very simple for the Vans logo. The design of the "v" creates a feeling of movement down the rest of the text.

Likes: I enjoy the use of all caps.

Dislikes: I do not enjoy how the "s" sticks out a little past the end of the "v" line at the top.

Communication: I feel the piece is simple yet effective for the brand's communication. It is straight to the point, while creating the movement of walking or running in the shoes as the "v" creates this effect.

# data[].attributes.body
Tone/Personality: the heavyweight sans serif with the spiky ends creates a punk metal and rough aesthetic.

Likes: I enjoy the layout of the "g" and "h". How they fit well together, where the "G" leads down into the "H" and the letters seemingly fit together.

Dislikes: I dislike the "I" I feel it seems like an odd one out. From the size of it in comparison to the rest of the text, it could be adjusted to hold a little more in the logo.

Communication: the logo is effective in its communication. It can easily be identified as an edgy game due to its typeface. As well, the simplicity of the black and white keeps homage to the traditional roots of Guitar Hero. It keeps the brand identity.

# data[].attributes.body
Tone/Personality: strong/athletic/trust/confidence

what you like/ dislike: I enjoy how red and blue create harmony to help with the sense of confidence on the poster. Since they are both primary colors, they hold strongly on their own, not clashing.

What I dislike is the subheader text being in all caps. It is hard to read from far away.

In terms of 2 hierarchy principles at use:

Contrast: By setting the header of "game" and "changer" in a larger font point and in bold. It sets the reading direction for viewers to see these two words first and then the subheading in a similar style of all caps but smaller font point and not bold.

Columns and intentional white space: The poster can be seen to use multi-columns to organize the layout of the page. The photograph of the man takes up the entire page on the left. Matching the space on the right page along the hangline. Where the spacing around the borders of the page is equal. As well, we can see the sections of the columns between the two headings and subheadings. There is equal spacing on both the top header "game" and bottom "changer" take-up of the page. Intentional white space is used as well between the subheading and image credits. Making the page feel less busy and congested.

# data[].attributes.body
Tone/Personality: energetic

What I Like/dislike: I enjoy how the watch mimics the glass of scotch on the right. The clock face resembles the scotch inside the glass. I dislike the multiple colors. I feel that there is too much going on with the images/colors and shapes. I grab the audience's attention, but I don't enjoy the color scheme.

2 hierarchy principles at use:

Contrast: The text "Great Nights Begin with Scotch" is used as a bolded header in comparison to the sub-text that is not bolded and in a smaller point. As well, the contrast between each of the 6 cube images of colour creates a contrast. Each section creates a different tone.

Spacing: The composition of the page is minimal - no spacing between each image.

# data[].attributes.body
Personality/Tone: The tone is a silly and romantic feel for the poster. From the soft pastel background and text.

What I like/Dislike: I like the overlapping of the type for the emphasis of hierarchy. As well the kerning is off in you've. The space between the "v-e" is smaller compared to the rest of the text. The overall legibility is easy to read. I dislike the font. The font feels childish and could predict an unserious relationship. The could've used a font more similar to one you would see in an old email software.

Emphasis is used for mail. Where the designer turn the "t" into an actual mail box.

# data[].attributes.body
Tone/Personality: The type sets the tone that the show will be about mermaids or mythical creatures and that it will be mostly taking place surrounding water.

What I Like/Dislike: I enjoy how the water falling in the background interacts with the text and falls off of it continuing how you would image it in real like if you were to pour water onto 3d letters. I dislike how the "just add water" is not as legible. From far away, the "t and e" in water look like "watir".

The type is expressive as the word is "h2o" representing water. The type is formatted like it is water itself in the shape of the letters. They us 3d elements to create the visual effect of water. For the subtext "just add water" the words look and you were pouring water onto a page to spell it out. the way it is jagged and not uniform how you can expect water to be.

# data[].attributes.body
Tone/Personality: Strong type tone. Use of bold red creates a personality of a serious business such as a newspaper. That the company is to be taken seriously.

What I like/dislike: I enjoy the pop of red colouring for the subtext. I dislike how the white at the top of the "s" fades off. The black from the "f" leading off just stops, it could be more gradual and progress smaller to the background.

Kerning is used for the red subtext. The letters are equally spaced, allowing the letters to be easily legible for readers.

Ligature is seen for the Logo in black and white for "RSF". The letters are conjoined to be a single glyph. The black and white is used to make sure the s can be seen between the R and F. As if the designer chose to keep the letters all as one colour they would disappear into one another.

# data[].attributes.body
Tone/Personality: the type gives an European feel and tone. It envokes a warm old building feel that would be seen for an Italian brand. The colours give a softer feel as well.

What I like/dislike: I enjoy the colours especially, as they go together in harmony. The pink does seem harder to see, as it has a faded texture. Compared to the brown and green where it is bold.

Kerning is done well for "Tabak". The spacing between the letters is symmetrical, making it easy to read. Both the space between the "A-B" and "A-K" are proportional.

Ligature is used for the lotto. The two "t's" and "o" are conjoined to make a single glyph. The kerning space is higher and more compact.

The kerning space for "toto" is not equally spaced and more compact. The first T and O are touching, while the second set have a minimal space between each other. The word would appear cleaner if the spacing was symmetrical between the letters.

# data[].attributes.body
The image above shows 3 different weight classes in use.

The first weight class in use is the Red Orplid Font. The Orplid font is the main focal point to which the viewer's eyes are drawn to. We read the words "soup, salads, and souses," first. This is due to the colour difference, the letters being all capitalized, and the point size of the text.

The next weight class in use is for the author's name, Andre L. Simon, and "The Wine and Food Society, London". The font in use is an Oblique Mt. Bodoni. The text creates a slightly bigger emphasis compared the the subtext located underneath the Orplid. This is due to the text being in small caps, as well as the text standing upright instead of an italicized angle. It grabs the viewer's attention while holding the peace of the poster. The use of regular capitals would create an imbalance.

In comparison, the subtext located underneath the Orplid font is in Medium Oblique Mt. Bodoni. The text can be implied as not as important as the location sitting under the header and the angle does not hold as strongly, which means it to be read second.

The personality/ tone the poster evokes is an old-fashioned fancy poster for a food service at first. As you read the subtext you can understand the tone is set as a diss for the wealthier class. People who were having meals prepared for them and did not know of the wartime conditions set around them.

# data[].attributes.attachment_caption
Website link to see https://www.wtfork.com/ 

# data[].attributes.body
The image above uses 3 types of weight with the font F37 Zagma. for the website wtfork.com.

F37 Zagma uses clean lines with intriguing details to balance functionality and personality. F37 Zagma Serif complements the main typeface by emphasizing specific words such as"roadmap" and is also used for subheadings. The subheading style creates a more warm and comfy feel to the text. F37 Zagma Mono, presented in all caps, is utilized for navigation and captions as the top of the website for viewers to find and use.

The overall tone and personality of the website/ image above is compelling and simple. Advertising to the audience that their page is easy to navigate and use. Making it even more appealing to all ages to use.

The colours are harmonious and soft, enhancing the unity of the website and image.

# data[].attributes.body
The image above uses different weights with the font Futura. Some notes in regards to the image:

1. The image follows the rules of hierarchy, where the Condensed Futura at the top of "more and more" is more emphasized compared to the text at the bottom. Directing readers to read in the western style of top to bottom and left to right.

2. The weight of the subtext is the smallest. This implies the text being the least important to read. As well, it has the least amount of colour and emphasis surrounding the text, making it even less of an eye-appeal.

3. Thunder bolts is the focal point that directs our gaze first. It has the greatest scale and weight overpowering the other text. As well, the graphic of the thunderbolt and format of all capitals creates the contrast of importance between the other text.

# data[].attributes.body
The image above I took on the commute in to school and recognized the weight difference of the message. Some notes about the poster:

1. the weight is heavier for "paying your fare". Directing readers to see this first and remind to pay your fare.

2. the rest of the subtext is a smaller weight, as it is not as important as the main message to pay your fare. As well, at the bottom they sneakily put in "failure to pay your fare may result in a fine". As they do not want readers to see this first, so when people stop reading or skip by this they cannot say it was never listed on the poster.

3. At the bottom, there is emphasis and use of colour on the word "fare" in the phrase "fare is fair". Implying the message that the current TTC fare is low and good for everyone, keep paying your dues to keep it this "fair".

# data[].attributes.body
The image above can be classified as Slab Serif (Clarendon). The type has the characteristics of strong square serifs, vertical stress, low thick to thin width between letterforms, groundball terminal, and follows the horizontal crossbar. Notes on the typeface + imagery:

1. the typeface is very clear and easy to read

2. the typeface is an effective header due to its strong characteristics and simplicity to view

3. The size of the text allows for the main messages to be viewed from a far distance. The subtext is super tiny below the header, forcing the viewer to move closer to the graphic to view the rules.

# data[].attributes.body
The type above shows the characteristics of Slab Serif (Egyptian). Square unbracketed serifs, low thick to thin contrast, horizontal crossbar on lowercase “e”, and vertical stress. Notes on the typeface + imagery:

1. Heavily weighted letterforms to direct eyes to first

2. sections similar to Egyptian hieroglyphics where each panel had a different message

3. strong visual impact, good for advertising

# data[].attributes.body
The type above can be classified as San Serif (geometric). Geometric shapes inspire it and have the characteristics of uniform stroke contrast and vertical stress.

1. The precise strokes create a "clean & high class" aesthetic to the product. Creates the feel of luxury.

2. The labeling positions the brand as the main eye appeal. placing the subtext in smaller point in an easy to follow format

3. the type is simple in presentation but effective in delivery the message and vibe of the product

# data[].attributes.body
The type above can be classified as San Serif (Grotesque)

It has the characteristics of slight thick-to-thin stroke contrast, curved strokes ending at an angle, and vertical stress.

1. The type is simple white on a black background, allowing the focus to not be taken over by the type and put onto the images.

2. the text is positioned in an easy way for viewers to follow along with from left to right slowly moving diagonally. As well, as all being in lowercase except for the "w" in we to signify the beginning of the quote.

3. the space of the letters is compact, not stretched out widely. It keeps the graphic equally spaced, not leaving any huge gaps in the black background open.

# data[].attributes.body
The type above can be classified as Serif (Transitional). Its characteristics consist of bracketed serifs thinning out, taller x-height, high thick-to-thin contrast, horizontal crossbar on lowercase “e”, round, open characters, and the slightest oblique stress.

1. They use the Baskerville font.

2. The type is tightly spaced uppercase

3. the colour is kept consistent with the red lighting and shimmering effect. Sets a "spiteful" or "hurt" emotion to expect from the album cover.

# data[].attributes.body
The type above can be classified as Serif (old style)

Its characteristics are bracketed serif, rounder counters, medium thick to thin contrast, horizontal crossbar on the lowercase “e”, and oblique stress.

1. The type is not fitting for the message to be delivered. The font implies a sophistication, not an urgency to not smoke within 9 meters of the building.

2. The capitalization of every word except "of and or" is inconsistent. As well, not the easiest to read.

3. The way the message is placed is choppy and abrupt when trying to go from the 1st line of subtext to the 2nd line that begins with Building.

# data[].attributes.body
The font is Quirkwood. I came across is on the Canada type website.

1. I am not a fan of this type due to it's silly/goofy feel. It reminds me of "The Goofy Movie," which I disliked as a kid.

2. bias aside, I feel the type would not have a great amount of usage within marketing. Unless for a western project.

3. The weight difference between the stem and the serif I dislike as well. The heaviness of the serif creates an uneasiness and imbalance in my opinion.

# data[].attributes.body
3 key observations/notes

1. I enjoy this piece of typography due to the feminine feel it provides. The baby blue shade on the text adds a sense of vulnerability and a coquette aesthetic.

2. The type can be classified as Script. It shows a fluid handwriting like style. I believe this helps when setting the time era of the movie. The movie takes place in the 60's. As discussed in class, older people were righting in handwriting.

3. I also enjoyed how they placed the other text around the focal point word "pricilla". It shows implications that the movie is surrounding this character. As well, it is organized in the way our eyes directly go to "pricilla first".