Hilton Design


May 2016

Sarcasm mark development


To start of my production with this punctuation mark I had to choose a font that would be easy to work with and easy to read. I chose a very simple one which was Arial Black so it was big, bold and easily read. I started by simply started by putting in a question mark and increasing the size so it was easy to edit. I also expanded the object to experiment with the anchor points.

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Here you can see that I drew in another line to infuse with the question mark once I had flipped it. Below you can see how it’s coming together a little more, I gave it a flick kind of feel to show that its more natural compared to other punctuation marks.

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Here I felt the need to add another dot to the symbol to make it look even less serious than it already is to show that its sarcastic. Next I will be showing how I’m going to be displaying it and why I’m doing it in that way.

Punctuation ideas


Here I am going to be showing you a few ideas that I had in mind for my punctuation brief. I wanted to create some good ideas instead of sketching up a load of random ones as that I wanted to take some great care into how my punctuations would work in this day and age.

Nowadays the younger generation are relying on emojis through texting and social media though you cannot put an emoji in a piece of professional writing as that it wouldn’t work one bit! So I thought that maybe I could transfer some of these emojis we use on an everyday basis and turn them into a simple but effective punctuation mark.

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Urgent action needed

This punctuation is to clearly identify a part of a conversation that is extremely important. This will reduce the need and use of exclamation marks.

Rhetorical question mark

I was thinking that this would be useful for books and articles for when the audience feel as if they’re being given a question to answer but they actually don’t need to.

Thought bubbles/ marks

This again would be mostly used in books to inform the audience that the current character is thinking about.

Sarcasm mark

The sarcasm mark will work just as how it is called. Its hard to identify when someone is being sarcastic so using this will help people understand each other while communicating through technology and not face to face as that you can usually only sense sarcasm through an individual’s tone of voice. With this design I wanted to take the simple question mark and flip it upside down and make it look slightly jokerish.

The one that I am going to be going with is the Sarcasm mark as that it will work out really well in our vocabulary as I said it will help people understand one another just a little more.



Design options to consider for the Typography of a Logo


1. The right font

The most obvious element of typography is the font. Your brand’s personality is expressed in the fonts used to present its name and tagline in your logo.

A font family is a named set of typefaces, like Times Roman or Helvetica.

A font category is a more general classification of a font, like serif and sans serif.

Here are some examples of the most common font categories and how their styles translate in a logo design:

  • Serif fonts have a line at the end of each stroke. Traditional and professional.
  • Sans serif fonts don’t have that line at the end of each stroke. Crisp and modern.
  • Script fonts (and italics) are generally formal and decorative. Sophisticated and feminine.
  • Handwriting fonts tend to be casual and personal. Friendly and approachable.
  • Display fonts are widely varied in design and style. These can be great choices for text-only logos as they can be so unique.

2. Combination of fonts

When used together, fonts need to complement each other the same way colors do, and they shouldn’t have competing styles. For example, pairing a script with a handwriting font or italic doesn’t work. It’s better to use a serif or sans serif with a script.


3. Number of fonts

There are so many beautiful fonts available these days – it can be difficult to limit their use. But in your logo, they need to be used sparingly. One or two carefully paired choices will make your logo aesthetically pleasing and professional.

For special promotions or different product offerings, it’s okay to use more variety, but in the design of your brand identity, keep it simple.


4. Letter scaling

Whether it’s narrow or wide, horizontal scaling can be used as a defining design style.


5. Letter spacing

Tracking is overall letter spacing between a line of letters. Kerning is the space between a pair of letters.

Tight tracking, especially with a bold font, can be very impactful. Loose tracking can be a beautiful treatment for a modern, sophisticated look, particularly with all caps.


6. Font weight

A heavy-weight font is bold and strong. A light-weight font is elegant and soft.

7. Capitalization

Uppercase can create a more streamlined look.

Lowercase can be more casual and friendly.


Typography in Branding


If you think detail such as typography won’t influence how consumers view a particular brand, you should think twice. Typography is nothing short of an extension of the brand’s voice and tone yet many marketers and web designers choose to ignore it and settle for classics like Times or Verdana. Here I will be showing the most significant reasons as to why typography is such a huge part of a branding strategy.

It reflects brand personality

Typography communicates the style, tone and voice of your brand, pretty much it’s a brands entire personality. Unique typography conveys a clear message about your brand as one that cares about details and has a strong appreciation for aesthetics. Type has personality. Show me someone who disagrees, and I’ll show you someone who’s the walking embodiment of Times New Roman. Picking the right typeface means picking one that imbues your program with the right feeling. The choice begins between serif and sans serif.

It looks professional

Body text written in Times or Comic Sans will send one simple message that this brand is unprofessional. This negative feeling will be extended to a brands products and services too, that’s probably the last thing you want.

It helps your brand to be consistent

The same font and typeface in both digital and paper marketing materials will help your brand image resonate stronger with your clients. A characteristic typography can become a feature to enable consumers to immediately recognize your brand.

It helps consumers to remember your brand

In both logos and text bodies, typography can become integrated with your brand in the public imagination. It can be about shape, but also about colour, take cue from Kinder and their characteristic red and black logo that gets repeated on all products and is now present in the consumer imagination.

It’s there to set the right tone

Typography will help you create the right atmosphere and invoke a set of associations you want consumers to have with your brand. Whether you go for eccentric and playful or serious and reliable, your brand values can be reinforced with the right typographic setting.

It creates a context for your brand

Every type style has its own unique history and you can use this to your advantage to situate your brand within a context your target audience will appreciate. Use it wisely. A typography that alludes to the classic print ads from the 1950’s will push a brand identity in a completely different direction than a type style inspired by graffiti tags on the subway.



Evaluation and Reflection


1) Visual Communication:

In what ways does the visual communication/message of the piece meet the needs of the brief?

The brief says to create a double page spread of a piece of my photography. I have taken a various amount of photos to pick from and have chosen two of my liking to include in the DPS.

In what ways does the visual communication/message of the piece fail to meet the needs of the brief?

I think that possibly the text may distract the eye from the actual photos.

What are the strengths of the visual communication? Why?

I believe my strengths within my double page spreads are the simplicity and colour harmony with them. Also I am extremely pleased with my photos and choice of type to fit the brief.

What are the weaknesses of the visual communication? Why?

I do not feel there are any weaknesses within my piece today apart from the printing which was not my fault and will sort out as soon as possible.

In what ways could the piece be mis-read or misunderstood by the audience? Be specific about who the audience is.

Maybe the audience may not know what environment I have subjected to, though I believe this is very clear.

In what practical ways could the piece be developed or improved?

Getting my own printer would be handy as then I wouldn’t have to rely on the college ones.

2) Reflection of own working practices:

How was my time keeping?

I found my time keeping skills well set out, I feel that the brief may have been a bit too long for the task as I had finished it in the early stages from when it was set.

How was my analysis of the brief?

I read the brief and understood it very well, though I felt it was too independent as that in a real life brief they’re a hell of a lot more specific.

How was my research?

I think I got the main parts I had to look up, and researching something you enjoy does give me a bit more enthusiasm.

How did I draw conclusions from my research?

I’m not so sure, I just gathered my research and analysed it, bought it into how I was going to set my work out and adapted it.

How did I use research to generate and develop ideas?

I done a PMI and went to look at examples of existing DPS’s to gain some inspiration and to draw a line to how it should look like.

How did I use evaluations to help with my ideas generation and development?

I learnt from my mistakes, instead of evaluating my own work as I went along, I involved others and a few experts instead to get an outside point of view.

How did I use experimentation during the project? How can I make this more effective?

I like to experiment on software and discover techniques my own way making it a little more unique. I made a few versions each fairly similar and got some peoples opinions.

In what ways did I show that I had achieved the Learning Outcomes? How can I improve this next time?

I blogged about my progress frequently and documented everything I done.

What parts of the project did I enjoy most? Why was this the case?

The photography as it was something different from our recent briefs.

At what times did I work best? Why might this be the case? How can I ensure that I work well at all times?

Working with the software.


What areas were challenging or difficult? Why was this the case?

The only area I found challenging again was the print stage as that the college printers are not great.

How can I go about developing and improving the parts I found difficult?

Research a little bit more maybe, and get to know the adobe suite a little bit more.



The history of Punctuation


To get a good feel to how I should create my new punctuation mark I needed to have a look at how punctuation became such a thing. I believe studying this will give me an advantage on thinking of something unique.

I decided to look at the Ampersand as that it is used a lot in design and in mostly everyones everyday life style.


Above shows how the ampersand has progressed through the years, and by the looks of things it has changed incredibly from the very first version of it.

The first recorded ampersand—a rudimentary ligature of the letters “E” and “T” from the Latin word et, meaning “and”—was scratched onto a Pompeian wall by an anonymous graffiti artist around the first century A.D. (shown above, image one). In time, the ampersand became a ubiquitous symbol: by the nineteenth century it was taught to schoolchildren as a twenty-seventh letter of the alphabet. Before that, however, it spent an entire millennium in competition with a rival mark. The “Tironian et” (⁊), had the twofold advantage of a head start and an impeccable pedigree. Created in the first century B.C. by Tiro, secretary to Rome’s famous orator Cicero, it was well established as part of Tiro’s extensive shorthand system, the notae Tironianae, by the time the proto-ampersand arrived a century later. The Tironian et continued to thrive in the Gothic-script religious texts of the Middle Ages but eventually fell out of use, along with the rest of Tiro’s system. The ampersand, meanwhile, evolved, as newly eligible Roman and italic scripts made their way from Renaissance Italy, eventually assuming its familiar form (above, right, forty-five through forty-eight). Nowadays, the ampersand is everywhere—except in Ireland, where observant motorists may still spot a Tironian et adorning the occasional Gaelic traffic sign.


I then felt the need to look up on how the question mark originated, this was hard to find out as that there were a few urban myths on how it developed, but I stumbled across this answer.

Of course, there is a nice old urban myth that could be constituted as a thrid origin story, but the likelihood of it being true is slim to none. Some claim that the question mark was actually created as a device to mark places on maps and such that were unknown, and they got the shape from the shape of a cat’s tail that the cat makes when it is inquisitive. They also go on to state that the exclamation point comes from the shape a cat’s tail makes when they are surprised. These two marks reportedly come from the Egyptians, who worshiped cats. However, no punctuation was used by the Egyptians ever, and it wasn’t until the 19th century that punctuation became standardised, so we can safely throw this hypothesis away. Now, on to the other two!

The Romans!

The first (and admittedly the less likely) of the two stories starts where most things inevitably start: in Rome. The story goes that the question mark actually originated from the Latin word quaestio, meaning question. This word was reportedly abbreviated in the Middle Ages by scholars as just qo. Eventually, a capital “Q” was written over the “o”, and it formed one letter. Then, it morphed into the modern question mark we know today. Here’s a picture so you can visualize it.

However, the actual evidence that this is the case is almost non-existant, for no medieval manuscript found thus-far supports this idea. In fact, it seems that the opposite holds true; the question mark morphs to look more like a q rather than less like a q as time passes.

Alcuin of York

The more accepted story by linguists is that of Alcuin of York and his “lighting flash” of a symbol. Alcuin himself was a scholar living in 8th century England when he received an invitation from Charlemagne to join his court. Without hesitation, Alcuin accepted and made his way to France. Whilst in France, Alcuin wrote a myriad of books and poems. Around this time, the need for punctuation in writing was becoming more and more evident, for books were now not only spoken aloud but read silently by monks on their lonesome. Without knowing where to pause or stop, it was a bit hard for monks to enjoy their reading. While there was an old system pioneered by, you guessed it, the Romans in place using a bunch of dots, it wasn’t sufficient. To combat this, Alcuin created the punctus interrogativus to signal an inflection at the end of a clause. The symbol itself was a tilde over one of the old Roman dots.

They chose Alcuin’s punctus interrogativus to embody solely the interrogative. By that time, the “lightning flash” had been turned upwards, and one could easily recognise it as the modern question mark. By the 17th century, when printing came around, the question mark was used as a universal symbol around the Western world. When the Arab world discovered it, they flipped it to match with their right to left writing style. Eventually, most languages picked up the question mark and used it as their own. At the turn of the 21st century, the question mark is a sort of international super-star, being used by billions of people every day. And that is the history of that little mark at the end of sentences that happen to be questions.

So here I have learnt the history of a couple of punctuation marks and have researched on how it has been adapted in the modern age from many years ago. This has given me a great understanding on how I should go to look for a new punctuation maybe looking for ones as shortcuts or ones that empathises on one’s emotion.

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