Alexander Calder SFMOMA Booklet
Alexander Calder is one of the most prolific American artists, he is the father of the mobile and public metal sculptures. With over 26,000 pieces of art it was a challenge to encapsulate his life in a 16 page spread.
Project overview and objectives. | Combine all skills acquired in typography to make
a 16 page spread. The saddle stitched booklet is for a hypothetical San Francisco Museum of Modern Art exhibit featuring the life work of Alexander Calder. The main focus was on setting type on a grid and breaking the grid to communicate style.
What I learned | I learned a great deal about setting up the grid and utilizing it to my advantage. I learned how to use typographic tools in InDesign and to leverage them to create beautiful work. I found that certain typefaces suggest a different message than others. I chose Rockwell for headings and Avenir for the body, both are geometric faces; Calder was a very mathematical and geometrically influenced person. I came to appreciate the work of the artist and who he was.
One of the best parts of this exercise was pitching the idea to the class and to the client (my teacher). I enjoyed the experience of having to stand behind my work and to be confident in the design decisions I had made. Feel free to download the booklet below.
Download the booklet PDF
Process |
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