Typographic Dissent

40% of the frozen seafood we eat comes from aquaculture, a $78 billion industry which increases every year. There is disagreement between environmentalists and the aquaculture industry about wild-fish harvesting and if the industry employs sustainable methods when harvesting seafood. There is no dispute that the seafood commonly harvested is a finite resource, a problem which will only grow as demand keeps increasing and resources will become scarce. Cold spots have been utilized by fishermen to help preserve game when winter arrives. The plastic packaging required for frozen food is hazardous for the environment. I created my designs to raise awareness about the topic of fish-harvesting and why frozen food can be dangerous to consume.

When I think of animal rights, I think of posters that are bold, clear and appealing. Thus, I used Trump Gothic Pro as my main typeface and Avenir as my secondary typeface for the poster, titled “13 Reasons: Why
Frozen Food is Unhealthy to Eat”. Avenir and Trump Gothic Pro both have several variations of weights and values which are commonly used on poster designs. Avenir was founded by Adrian Frutiger and Trump Gothic Pro was redesigned by Canada Type. Typefaces likes Avenir and Trump Gothic are heavily used as they can set a large amount of information on really small spaces with good legibility. Trump Gothic Pro’s condensed form really compliments Avenir’s geometric sans serif design. Trump Gothic was first innovated by Georg Trump’s seminal 1955 Signum typeface. Trump Gothic family was made available for the general public in 2005, later being remodeled and expanded in 2013.
I used Gill Sans Nova and Akka. Gill Sans Nova is derived from the original work of the influential British artist Eric Gill. There are many weights which are similar to this typeface. Each style possesses its own characteristics which serve as the foundation for variation, enabling designers to bridge the gap between ‘archaic’ and ‘current’ designs. After Gill Sans was released in 1928 it has been used popularly for advertisement and posters across all digital environments. Gill Sans neatly complimented Akka which was another typeface I found online for free and for commercial use. Akka has no variations but it’s thin line representation through typography paired well with my concept. The type contains geometric lines and strokes, which provides warmth for my design. It is a font that has been developed as a less flamboyant version for broader applications. The opentype format of this font has stylistic features that have a rhythmic overlap. Both these fonts have a polished appearance and they exude complexity.
C O L O P H O N
—
Designer: Amrita Datta
Primary Typeface:  Trump Gothic Pro & Gill Sans Nova
Secondary Typeface: Akka and Avenir
—
Skills: Research & Typesetting
Tools: InDesign, Photoshop, & Illustrator
↑Back to Top