{design challenge}

The layout of the EMPYRE typeface is strong and elegant, with components from past historical cues along with a futuristic look. The challenge of this design was to achieve a typeface that matches the flare that big cities can give off and encompass. When it comes to typeface decision making, the process is never easy, and the solution is never straight set. For the task of creating EMPYRE, the target audience was mainly the business sector of the population, whether it be magazines, newspapers, signs, or letters on buildings. When it comes to target markets, the choice became clear that the target market was going to be the same as the target audience, but more than likely the target market would focus on major events since the typeface is longer and thinner, making it harder to read if the letters are too small. 

{design solution}

For this project we were tasked with creating a typeface that encompassed something that we enjoyed. Personally, I have always been really interested in buildings; the height, building mechanics, architecture, appeal, strength, etc. and felt that I could encompass it into a typeface somehow. 

I first began by taking a look at the structure of most buildings, and could summarize from them that they were all very elegant and tall, so that was the original shape that I began with. I looked at typefaces like Myriad, Helvetica, and others like them to get the solid foundation for the letters. When originally designing the letters, I didn't think that I wanted anything that was decorative, but, when looking more at buildings themselves I realized that all of them had their own spin on 'decorative'. So, that's where the extra lines along the sides of the typeface came in, to add some flare and interior/exterior design. 

The design choices that I made along the way came to fruition in the typeface named EMPYRE because they create an ideal building structure while not participating in the "normal" rectangular shape. 

All in all, I believe that the EMPYRE typeface will be successful for trademarking events, fronts of newspapers, magazines, and quite possibly gracing the front of buildings themselves. This typeface is strong enough to withstand many different time periods and social events, and is fit for anybody. 

-Chayce Gunderson