Connotative and Denotative Typography Posters
This project explores the power of fine typography as a design tool to communicate, arrange, and create visual interest. The goal was to use typography to establish hierarchy and rhythm, distinguishing different types of information such as biography, description of work, and project listings.
The project was split into two separate posters: one focused on denotative (literal) purposes, emphasizing clarity and directness, and the other on connotative (figural) purposes, using typography to evoke mood and deeper meaning. Both posters showcase the versatility of typography in conveying both factual and emotional content.
Connotative Poster
The connotative poster is an emotive typographic exploration of Peter Zumthor's architectural style. Inspired by the minimalist, angular, and timeless qualities of his work, I created a design that visually reflects the sharp verticality and intersection of lines seen in Zumthor’s Steilneset Memorial. In contrast, I incorporated a subtle reference to the watery reflections in Zumthor’s renowned Vals Thermal Baths, using gradation and line spacing to create a sense of fluidity. This poster invites viewers to feel the emotional depth of Zumthor’s designs without relying on imagery, focusing solely on the typography as a visual metaphor for his architectural ethos.
Denotative Poster
The denotative poster employs fine typography to establish clear visual hierarchy, helping the viewer navigate through structured information with ease. By using typographic strategies to distinguish between various levels of content—such as titles, subheads, and body text—the layout becomes a well-balanced, functional tool. The interplay of vertical and horizontal forms creates a rhythmic structure, with strategically placed white space adding energy and drama. Inspired by Peter Zumthor’s architecture, this design maintains a controlled yet dynamic flow, subtly reflecting the architectural principles of proportion and balance, as seen in his buildings that harmonize with nature and the surrounding environment.