Journal Entry 2: Typography in Illustration and Video- Pt. 2!

It seems that I can't sleep because of the weekend and the possibility of a snow day, so here is the second round of video typography. I have dubbed it typovideography. These are primarily typography and illustration in advertising, which makes for a very interesting combination. Like the ones in the previous post, some of these combinations work very well, while others don't function as successfully.


This first video is an advertisement for Swarovski. The video displays their kitty characters/mascots. From a solely graphic design standpoint, the animation itself is fun, unique, and eye-catching, and the textures and techniques used to aid animation is astounding. I love the way the cats are "made" of crystal. That aside, the text used in the video is very alluring. I love the way that the illustrated text fits in with each respective scene, such as Theo's scene, in which his name is spelled from steam coming out of a teapot. The text also interacts with the characters, like in Marie and Pierre's scene, where Pierre runs into his own name! In this way the text becomes part of the scene itself; it clearly states the title/meaning without detracting attention elsewhere. Each of the drawn typefaces fits very well with what it should. The colors used are fun and fitting, while the use of non serifed/serifed type communicates a playful tone. This video is anything but stagnant, and the cats are cute too. This is a very excellent example of good graphic design and typography in advertising.


This video is primarily animation, rather than typography, but I still felt that it was a good example. The entire video is made of images, which leaves the viewer wondering what the commercial is for. At the very end, the intent is revealed in a very finished-looking scrabble board. Out of all typographic examples, I find Scrabble tiles to be the most interesting and most intellectual. Why, you ask? I don't even know myself, I guess they just look cool. This reminds me of the bathrooms at NiMarco's, they have scrabble tiles on them instead of words. Tangent! Anyway, the Scrabble words are pretty hard to read, but they get the point across. The commercial is finished with a very delicate, hand drawn, smokey looking font that echoes the tone and fun of the commercial. The type and images are very unified because of this. Scrabble came out with several of these commercials, and the best part (for me, anyway) is that they were recorded in French as well! Bravo les mots! :)


This is a commercial for BP that is an example of not-so-good pairing. I love the animations; it follows in the vein of the last two commercials. However, I feel that the type used in the commercial does not go very well with the animations. It conveys too serious a message. I understand that they were going for legibility, since it is a business type commercial, but why make an animated advertisement if you're just going to be all serious? That's a major contradiction. For an ad like this, the type and animation should echo each other and be one unit that functions together. I didn't feel like this one was at all. On a more positive note, I liked the colors that they used in the type and the way that the type/info was presented. Just like most short TV spots, it has a clear hierarchy to get info across quickly. It is, after all, completely legible. Thanks, BP!

http://www.youtube.com/user/ysl?v=jlqu7i9ZJBY&feature=pyv&ad=4570941044&kw=art
This last one wouldn't let me embed, but if you have a free minute it is definitely worth checking out. It isn't animated/illustrated but is pretty cool; it is a "manifesto" for Yves St. Laurent. I will admit that I have not watched this spot in its entirety; I got pretty bored with it at about the 1:45 minute mark. That aside, the typography they use in the commercial is worth a peek. With each outfit that is displayed, a very quick blurb is flashed on the screen and then taken away. The blurb is a short description of the item currently being displayed. They follow this with the company logo and their current slogan. The blurbs have good use of weight/hierarchy/appearance, as they are at half opacity and are very subtle, but pretty readable (the important parts anyway). It's almost like subliminal messaging, which is pretty creepy, but is a very good advertising tactic and a very interesting use of type in advertising.

I was pretty pleased to finally post this! Out of all the typographic examples I could pull for this journal, I was most excited at the prospect of video advertising (and Scrabble tiles, apparently). Perhaps I have found my calling? :)