Rockwell Type Specimen

The Problem

Specimen books are the printed brochures or catalogs of type foundries and printers, offered to advertise the range and quality of type available. They have been an essential part of the printing trade since soon after the invention of printing with movable metal type in the 15th century. While they act as any brochure or catalog, to encourage sales by means of attractive presentation, specimen books continually remind the customer that material similar to the brochure itself may be typeset, if only particular fonts are bought. The ideal specimen book shows the typefaces in a range of sizes, using short sentences rather than A-Z strings (which are of little use for getting a feel for the type in use). Color is sometimes used, but usually very discreetly, such as a red title. Samples in text sizes typically show a longish block of text to help one judge readability, but would not be shown for decorative and display typefaces. It is quite common not to show a complete character set: foundries have always been concerned about piracy. Instead, a chart might be shown in an appendix where the characters included in all the foundry’s fonts are shown. Using the type’s history to inspire the design of the booklet, I was tasked to create a design that would sell my type, Rockwell, as the most beautiful possible option available to the market.

The Process

I researched possible layouts and compositions based on groups, space, and columns, as well as multi-page booklets. Through this research, I was able to better visualize design layouts that would work best for my type specimen. After this research, I began research on my typeface specifically. Understanding the uses of my typeface would better allow me to emphasize it in my designs and establish the necessary information hierarchy.

Through sketches and mockups, I created 3 design variations of each page of my type specimen booklet. I then decided what design best portrayed the typeface, Rockwell. Rockwell is a font great for headlines and advertisements. I chose to focus and pick my designs that emphasized the use of headlines and big, bold text.

      Through my design process, there were many artifacts I made including an inspiration board filled with examples of type specimen booklets, booklet design layouts, and designs using the typeface Rockwell. As mentioned, before I created multiple sketches of my design layouts as well as wireframe mockups to better visualize these layouts. Finally, I created the final design booklet consisting of an 8-page spread.

The Solution

Working with a dynamic type grid structure, and one spot color, I created a type specimen book of 8 pages using Rockwell. Using the type’s history to inspire the design of the booklet with the goal to sell Rockwell as the most beautiful possible option available to the market. On my first page, I wanted to emphasize the entire typeface of Rockwell. In doing so, I created a design with combinations of headlines and body copy in all forms (regular, italic, bold, and bold-italic). I was even able to emphasize its versatility by manipulating it for more of a style in advertisement designs. The rest of my pages reflected the entire first page emphasizing a different part of the beauty of Rockwell on each one.

The Impact

My work creates an impact because it highlights the beauty and importance of the typeface Rockwell. Specimen books are the printed brochures or catalogs of type foundries and printers, offered to advertise the range and quality of type available. Through my designs I emphasized the distinctiveness and confidence Rockwell portrays as a typeface. Doing so hopefully will show designers what powerful designs they can make using the Rockwell. A lot of feedback I received from classmates included compliments saying they never realized they could use Rockwell in these types of way. I showed ways that manipulating or designing Rockwell in a certain way can make a bold impact on your design layouts. Each page I designed inspired me for new ideas for designing with Rockwell. Rockwell has power in its design and can really emphasize and take your designs to the next level whether it’s for advertisements or just a good headline.