Typography for the DigiPak and Magazine

Typography

Choosing a font for any purpose is integral in shaping a way that the text is received by audiences. So, my font selection for my DigiPak and magazine is no different. Ultimately, I want to sustain the relationship between each and every ancillary product that I produce, but also relate it back to the image of the band. 

Firstly, I took to the Internet and conducted a font search because I was adamant that I want to use the actual font that my band use on each of their products; especially the font used on their album covers.  I found a website called "WhatTheFont.com" and ran an image through their font database. The website then isolated each letter (I filled in the letters that were unable to be recognised) and then I let the search run it's course. After about 30 seconds, I am greeted with a screen that displayed five fonts that were closely matched to the original image that I had uploaded.

Honestly, the five fonts looked exactly the same and didn't really have much difference to them. So, choosing the first font that came up (because naturally, I assumed that the first would be the closest match - I was right!) I then perused the Internet yet again for a source that would help me to download the font - as my Microsoft Office account didn't have the font installed. 

I found a very helpful website that allowed me to download the font for free, and after much reconfiguring with my Microsoft Office account and Word, I finally installed the font 'ITC Mendoza Roman Book SC'. 

After the installation, I then started to play around with the font on Word; changing it from italic, to bold, to a combination of both - all in an effort to see which style of font worked best.

I deduced that the most effective way of utilising the style of font would be to keep it simple: just normal caps. Although, the idea of using the bold caps adds my own style to the DigiPak. In no way am I just being "lazy" and copying the actual style of font used, because as I've said, I want to maintain the band image and that continuity of the relationship between the ancillary products - so having a completely mis-matched font would be inappropriate. Ergo, I am justifying my reason for utilising the same font and same font style. However, in order to continuously develop my products, I will explore the standard font style, as well as the bold font style and decided which one is more effective - who knows, it may turn out that the bold would be the most effective, but for now, I am rigid in my intention of conveying the  continuity between my products and  the image of my band.

Further Inspiration and Exploration

Aside from finding the actual font used, I decided to broaden my options in terms of appropriate font styles. I took to a well known font website called "DaFont.com" and began my search there.

As I am sticking closely to the image and genre of my band,  I only focused on fonts that could potentially add to the "dream-pop" and grungy appeal - for example, Typewriter fonts.

The first font that I found, '1952 Rheinmetall', is a Typewriter font that hones in on the grungy appeal of the band. I did like this font as it is in keeping with a simple Serif style that ties in nicely with the overall aesthetic that I am trying to convey, and I will keep it in mind for the development of my ancillary products - however, I am not entirely sure I am convinced by it because of the minute gaps in the lettering. Although, it's not a huge problem, but when trying to put together a cohesive and professional looking product, you would tend to stray away from any unnecessary gaps such as this.

In keeping with the genre of 'dream-pop', I researched alternative, "groovy" fonts that could potentially be appropriate for the DigiPak and magazine. I found a font called "Neon 80's", a style that has curved and smooth edges and is a Sans-Serif font. Overall, I almost like this look as it fits in well with the surrealist spin on the 'dream-pop' genre, but the font almost echoes a playful and jolly feel - something of which I am not really looking for. The band are known for their brooding tunes and if I were to use this font, I believe that audiences would get the wrong impression of the genre and the music itself. Without the Serifs on the lettering, it takes away from the edgy appeal of the band - again, something that I do not want to happen. However, on a positive, I love the continuity of the font - it is absent of any gaps (as compared to the font above) and offers smooth lines that could be appealing for the audience.

I moved on to explore the different types of font relating to the "Script" and Calligraphy category, in an effort to see the effect that widely alternative fonts could have in adding different meanings to the way in which the ancillary products are received.


Having thought I had found the most appropriate font style in "Bernadette", I quickly discovered that this isn't the look that I am going for at all. The font is too illegible and doesn't offer audiences ease when receiving the product. It doesn't work because the band name needs to be in all caps - this is to again, maintain the grunge-like appeal of the band, lowercase wouldn't necessarily work as it would look "too soft" for the image.

Alternative Typewriter (Inspiration).

As you can see, I was inspired to explore alternative Typewriter fonts to see if this was an angle that I was going to pursue in my development and exploration. Out of the two that I have evidenced, I am leaning more towards the 'Linowrite' font, as the 'Modern Typewriter' has an element of distressing - a feature that I am going to include on both the magazine and DigiPak - ergo, too much of this distressing element could look messy and inappropriate. Overall, I am going to stick with a font that has evidence of Serifs, as this small and subtle feature adds so much dimension to the cover - as my DigiPak and magazine shall not be "flat".

Magazine Advert Exploration

Cigarettes After Sex Magazine Exploration and Influence

As well as the DigiPak, I am required to complete another ancillary product that was either in the form of a homepage for a website, or a magazine advert. I have decided to complete a magazine advert in the chosen aesthetic for the secondary ancillary product.

Considering that Cigarettes After Sex are relatively new, searching for actual magazine adverts was slightly difficult, as they haven't been assigned to a major record label as of yet (they are a self-releasing band). However, I have managed to find posters that detail their Tour Dates that took place around the world last year and upcoming dates in 2017.

Aesthetically, the posters remain monochromatic; continuing on with the image of the band - simple, yet maintaining its "grunge" appeal. The one thing that I am influenced by is the simplicity of the posters, as the band have used continuity in iconography, such as the feather and hand; both of which have been used on album covers. If anything, in my final product for my magazine advertisement I will be keeping it relatively simple - yet captivating and presented in monochrome.

I really like the idea of the border that frames the poster, and I will experiment with and explore this feature as my development progresses. The reason why I am attracted to this feature so much, is that it adds a professional appeal; adding a level of quiet sophistication to the poster. When admiring the text of the poster, again, it is simple and sleek, but the actual band title is still in the same font over each poster evidenced in this post. Because of this, I will endeavour to find the actual font used by the band, or a font similar to it, and use it on my own product. Thus, continuously reflecting a relationship between each product (i.e. the DigiPak, music video and the magazine).

To the right, an element that I find works well is the transparency of the hand, as it acts as part of an overlay. In comparison to the poster above, there is no colour in the text. This is an element that I enjoy, but, for my product I feel like I need to have slight use of colour as this would then tie in the use of colour that I have used in my music video. However, this use of colour isn't going to be extreme, it will most likely be a subdued and dull colour, as not to detract from the image of the band or genre. My final product will take elements from each of these posters, such as the use of coloured text, the font choice, the simple overlay, monochromatic colouring and the border - to name a few!

A feature that must be apparent on my poster is the use of a barcode or a QR code. Using a QR code is a simple way for a modernised audience to connect with the band and/or social media accounts that relate to the band. However, that being said, I still want to bring out the authenticity of the band, and considering that their music isn't necessarily "modern", the QR code doesn't entirely reflect their "grungy" or "gritty" image. But, for the sake of a modernised world, the QR code could work really well. Again, I will obviously test and explore my options and determine which scanning feature would look best. The only issue that I see with using the QR code, is that because it is quite bulky, it could detract from the simplicity that I am trying to convey, but until then, I'm not dismissing the possibility of using it.

Aside from this feature, I will also need to include the publishing information, possibly information pertaining to where the bands music can be found i.e. on Amazon, iTunes etc., songs included in the album, ratings from other magazines (i.e. NME) and the album information and/or name.

Fundamentally, the main feature that is going to reel the audience in would be the title of the band, ergo, the aim is to make the title as obvious as possible, but not garish or inappropriate; because as I said earlier, they're relatively new, so the idea is to get the name out to mass audiences so that a major fan base can be established and fame can be gained.

Through researching alternative bands and their magazine adverts, I came across an advert for the band, 'The Verve'. The band are of similar genre and their music transcends into dream-pop and psychedelic rock. When analysing their magazine advert, it is clear that I can draw similarities between this advert and those for Cigarettes After Sex. 

Firstly, it is clear that they have chosen to go down the simplistic route by using a sepia toned photograph of the sky and just the title of the band and the best single from the album. The choice of different colours for the texts is relevant, as this would have been done so that the audience focus more on the name of the band than the text at the bottom of the advert. Choosing to have the bottom text in white, means that the audience won't be distracted from the bold text situated in the centre of the advert. This advert is evidence of how simplicity is sometimes the better option, in terms of engaging audiences, instead of bombarding them with information that they would more than likely skip over. Placement of the text is also very specific. Having the name of the band in the centre of the poster suggests (although a quite literal interpretation) that they want to be at the centre of attention and the band that you should be paying attention to. It also suggests the quiet and subtle confidence of the band, because by placing the name of the band in the centre, it suggests that they are comfortable with the position that they're in - in terms of fame. They're almost oxymoronically "loud" with their quiet confidence - but that's taking analysis to another level. 

They have strategically used the same font as seen on all of their CD's and the font that is specific and unique to their band. They've almost used the font as the iconography for the band, as this particular style of font is quite recognisable to their fanbase and any other audiences that may not directly engage with the band and their music. 

The choice of image is also very interesting, because if I were to relate it to the genre of music, the clouds and the sky evoke feelings of tranquility and ethereal power, as subconsciously, the audience could be led to assume that they could be the ones to experience these feelings if they were to listen to their music. Compared to Cigarettes After Sex, The Verve's advert includes the record label that the band is assigned to and how the album 'Forth', is available on vinyl. 

Ultimately, I have decided that simplicity is the best way forward and I will draw on elements from previous posters for Cigarettes After Sex, and experiment with different filters, such as the sepia toned photograph as evidenced in the poster for The Verve. However, as I want to create cohesion between all of my ancillary products, I am also going to transfer a distressed and etched look onto the magazine advert, as this is what will be represented on the DigiPak covers. 

DigiPak Intentions for Cigarettes After Sex

Intentions for Cigarettes After Sex DigiPak

The intention for my own DigiPak for Cigarettes After Sex is that of combining inspiration from my research into alternative DigiPaks within the same genre, and my own photography. I was particularly inspired by Daughter's scratch, etching and distressed look as well as My Bloody Valentine's overlay technique. Combining the elements of these two in particular, I have conjured up an idea of what I want my final product to look like. 

When considering the mood and overall aesthetic that I am aiming for in my final product, I turned to the actual album art for my chosen band, and have made the decision to experiment with monochromatic images as well as the overlaying technique. The aim is to mirror exactly what I have produced in my music video, in terms of capturing and maintaining the grittiness of the footage and translate it into print form. All of the covers for the three albums that my band has released, have a solitary item or figure within the frame that has been edited to suit the genre of the band.

The overall aesthetic of my DigiPak will reflect my own interpretation of the song, with influences from prior album covers as well as inspiration from the external research I have conducted. Based off their prior album covers, I am going to ensure that I create a distressed and grungy look and incorporate elements of film grain or a burnt out film tape/photograph (used as an overlay) to mirror my interpretation of reminiscing and nostalgia of distant memories. This way, I know I am maintaining that link and I have evidenced a level of continuity between the music video, my interpretation, the band and the genre.

Overall, I want to maintain a sleekness to the DigiPak, but also maintain the relationship between each ancillary product. I am particularly interested in the idea of using scratched paint and/or scratched photographs as an overlay; as well as the wedding rings and hands (see previous post) to use as the focal point on the album cover.

Compared to the other influences, I will be ensuring that the name of the band is at the forefront of the DigiPak, as I believe that although they're an up and coming band, I would want to maintain that level of interaction with audiences, and I would do this by ensuring that the name is at the forefront of the DigiPak and in an appropriate font and size. To maintain the links with the music video, I will consider using a transparent overlay of flames on the album cover as well, as this holds symbolic value within my video and reiterates that relationship.

Call Sheet with Times in M.V.

Call Sheet (with timings incl.)

Here, I have included a table for the 'Call Sheet' detailing the process of filming for my music video. Within this table there is also the information for the timing of the frames and when they are featured within the music video. It also includes the personnel that were involved in the filming, the dates and the specific time, location, the plan,

shot type and shot description.

Music Video: Final Concept

Music Video: Final Concept

General Narrative and Plot

My final decided concept for my A2 music video follows the intimate relationship of a married couple over the 18 years that they have been together. The music video focuses on various elements of their relationship, such as nostalgia when recollecting their own youth, the family they have created and raised, and the connection between the two and the eternal love shared. Structurally, the video will be filmed through a complete cyclical narrative: showing the start of their lives and then finishing with the current stage in their life. The narrative follows the couple recollecting their past through their own handwritten love letters and photographs, symbolising the bond that they so deeply share with each other. However, in order to stay true to the lyrics, there will be a loose relationship between the visuals and lyrics by showing the distance that the couple sometimes face, but in the end, they always come back to each other. The video opens with a slow-panning shot of a fireplace and photographs of the couple when they were younger and in contrast, the video ends with a secondary shot of a fireplace but then pans to photographs of their engagement, wedding and their children. The video, in essence, is a tribute to everlasting and undying love.

Song Choice

The song that I have chosen to create a music video for is "Keep On Loving You" by Cigarettes After Sex. It is important to note that the band, Cigarettes After Sex, covered this song that was originally performed by REO Speedwagon. I believe that this will act as an advantage as this allows for a wider and older audience demographic to be interested in my music video, as REO Speedwagon is an American rock band that formed in 1967, thus meaning that there will already be an established fanbase. This will in turn, push an older demographic to listen to the cover of the song done by the American band, Cigarettes After Sex that was formed in 2008.

Location

Here, I have included photographs that I have taken of locations that are going to be used within my music video. The location of any music video is significant as it determines how well the overall narrative flows and establishes a relationship between the lyrics and the visuals (i.e. the setting). Staying local will allow me to take advantage of the beautiful heritage of Ilkley, and allows me to manage my time around other areas of my filming and production process; such as editing.

Considering that I will be filming through November and finished by the end of the month/early December, the trees on The Grove are laden with lights that illuminate the pavements, I will also take advantage of this as several frames of my footage will have these lights shown, in order to heighten the romantic mood of the video.

Aside from utilising the main town of Ilkley, I will also seek to film on the Moors for one of the more panoramic shots of the music video. The natural setting may pose some issues with lighting, because of this, I will seek to utilise an extra light source that will enhance the film exposure so the footage won't be dark. However, if this isn't as successful as I hope that it will be, I can always use post-production editing to enhance the brightness of the footage.



Mood

Even though I have changed my concept, my influences from other music videos and artists hasn't wavered. I am still very much influenced by The 1975's music videos as they show raw emotion of the band members and actors, whilst also sitting comfortably within the codes and conventions of an Indie music video. My music video will conform to these genre conventions, for example, through technical codes such as dark, brooding lighting. The post-production editing will mean that the footage is edited through slow-cuts, as apposed to quick-cut edits, although, I will not exclude quick-cuts entirely. In my first music video concept, I intended to have shaky camera work that would enhance the grittiness of the footage but also aid to the success of the overall narrative, however, since I have changed my concept, the transitions and filming will be stabilised as to provide a smooth effect, much to mirror the romantic mood.

The 1975 utilise Colour Psychology throughout their videos and considering that I will use their videos for a main influence from the realms of the Indie genre, I will also incorporate this ideology. However, it will not be my main focus, I will instead use more symbolic codes (such as a close-up camera shot of a fire - symbolising desire/love) to aid the narrative, the subtle use of Colour Psychology through post-production editing will only enhance my intentions.