THE WORD
41 See the shape

WITH CENTERED ALIGNMENT, or with any ragged edge, “bad rags” can be a problem. Always look for a balanced rag, one that does not inadvertently create a shape. When deliberately creating a shape from type, a skilled designer will fill the shape with type in such a way that its texture is consistent, without gaps or heavy spots. (See “Theory of Relativity II” on page 106.)

Project
Feature spread

Design Director
Carla Frank

Designer
Kristin Fitzpatrick

Client
O, The Oprah Magazine

The sands of the hourglass, shaped by using letters as sand, illustrate a story on aging.

Project
Poster

Design Director, Designer
Joseph Luffman

Client
Carluccio’s

A map of Italy for a food purveyor is built from the names of Italian dishes. Because the letters are all caps, they can be tightly stacked; a compressed letterform creates visual bulk; different sizes and orientation are used to vary the texture and create separation without extra spaces, so the shape can be tightly constructed.

Project
Doubleday Christmas party invitation

Designer
Lauren Panepinto

Client
Doubleday In-House

Cocktails, anyone? This delightful martini glass concocted from the text of the invitation incorporates the information neatly; the airy leading suggests the lightness of the liquid in the glass.