OPTIMA: A RHYTHM BETWEEN VINTAGE AND MODERN
For the minor project, I designed a poster exhibiting the chosen font: Optima, with software used is Adobe Illustrator.
Optima is a humanist san-serif typeface that gained significant popularity in the 1958s. It was founded by Hermann Zapf (1918 – 2015), who lived in Darmstadt, Germany, and was known as a type and calligraphy designer. With its simple and elegant typeface, Optima has brought a sense of remembrance of historical events to the wall monument for the Vietnam Veterans Memorial and also a sense of romance and sensuality through an illustrated book called The Joy of Sex. In modern times, Optima has become more widely used for commercial purposes. Estée Lauder is the most notable beauty brand that uses the Optima typeface, which is highlighted as simplicity, elegance, and pure nature. The color choice for the content is vintage tones: beige and dark brown, with playful but simple orders between paragraphs and letters. Through those elements, the whole poster manifests the most popular typeface at that time, which brings a rhythm of simplicity but is formal, elegant and modern.
PROJECT TYPE: 2D Illustration, University Project
ROLE: 2D Illustration and Graphic Designer
YEAR: 2023
