Halftone Exploration

We then began to explore ideas under this theme, looking for forms of layout and ways we could present this style as an exhibition.

Tying in with our clean, minimalist approach we immediately decided to use a sans serif typeface. Potential typefaces for this were Franklin Gothic, Futura and Helvetica, although Helvetica was eventually chosen for its emphasis on negative space and its neutral appearance, meaning it won't distract from the complex and varied print designs.

We discussed using monochromatic colours, emphasising that they should be two tone. Eventually we chose black and white to be used throughout, although we also discussed dark blue. We wanted it to share a similar style with Barbara Kruger and communicate shocking contrast in tone so the branding is strong and vibrant.

For our logotype we discussed a way of emphasising the O in HALFTONE; by making it a simple black dot, halving it or halftoning it too. We particularly wanted to communicate this technique in the forefront of our brand in order to get across the word's meaning and our theme.

Initial rationale:

A simple approach to the screen printing element of the exhibition, experimenting with an emphasis on dots and the contrast between black and white. Accompanied by the bold font; Helvetica has been used to produce a simplistic and minimal logotype that won't draw away from the prints themselves.