Rationale

Cogitatio regular rationale

(in capitals to be converted to my font)

"COGITATIO REGULAR IS A BESPOKE TYPEFACE FOR THE BLOOMBERG NEW CONTEMPORARIES EXHIBITION, CAPTURING THE REFLECTIVE PROPERTIES OF THE EXHIBITIONS ABILITY TO PERFORM AS A MIRROR FOR TODAYS EMERGING ARTISTS. USING MODULAR STRUCTURES FROM PRISM FORMS, COGITATIO REGULAR FOLLOWS A DEVISED RULE OF REPEATED GLYPHS FOR EACH LETTER OF THE ALPHABET; MANIPULATED TO USE AN EIGHT STROKE RULE IN ORDER TO COMMUNICATE THEMES OF REFLECTION. THE TYPEFACE IS INSPIRED BY THE EXPLORATION OF SELF IMAGE AND REFLECTION PORTRAYED IN LAURA HINDMARSHS ‘SCREEN STUDIES’ IN THE 2019 EXHIBITION. COGITATIO REGULAR ENCAPSULATES AN EXPRESSIVE ATTITUDE TO TYPE WITHIN POSTMODERNISM, INFLUENCED BY THE LIKES OF DAVID CARSONS IDEOLOGIES IN STATING THAT ‘TYPE SHOULD BE EXPRESSIVE’. THE TYPEFACE ALSO EXPLORES A CONTEMPORARY PERSPECTIVE THROUGH ITS BALANCE OF RULES AND STRUCTURES ALONGSIDE A REFLECTED MEANING. CONSEQUENTLY, COGITATIO REGULAR CONVEYS A SLEEK AND ELEGANT DESIGN THROUGH ITS RULES AND LACK OF SERIFS, YET IS SUBTLY JUXTAPOSED BY A BACKDROP OF A CONTEMPORARY PERSONALITY DEVELOPED BY ITS EXPRESSIVE NATURE. THE TYPEFACE OWNS THE FUNCTIONALITY OF A BODY TEXT, AS ITS THIN GLYPHS, MINIMAL SERIFS AND LARGE COUNTERS ENCOURAGES A GOOD LEVEL OF LEGIBILITY."

Cogitatio bold rationale

(for the logotype)

"COGITATIO BOLD IS A TYPEFACE DESIGNED EXCLUSIVELY FOR THE BLOOMBERG NEW CONTEMPORARIES LOGOTYPE. THE TYPEFACE FOLLOWS THE SAME THEME OF REFLECTION WITHIN THE EXHIBITION, THROUGH THE INDIVIDUAL GLYPHS BEING FORMED FROM PRISM STRUCTURES. COGITATIO BOLD IS A MANIPULATED FORM OF COGITATIO REGULAR, AS THE EIGHT STROKE RULE IS REMOVED WITH INTENTIONS OF CREATING A CLEANER, BOLDER TYPE SUITABLE FOR THE EXHIBITIONS LOGOTYPE DESIGN. THE TYPEFACE WAS ALSO ADAPTED TO HAVE THE VERSATILITY TO BE LAYERED IN ORDER TO FOLLOW THE RULES OF DUPLICATION WITHIN THE THEME OF THE DESIGN; SOMEWHAT INFLUENCED BY THE MODERNIST VALUES OF CLEANER TYPEOGRAPHY, SUCH AS MASSIMO VIGNELLIS IDEOLOGY THAT ‘ALL WE NEED IS A FEW BASIC ONES, AND TRASH THE REST’. THIS TRANSFORMATION OF COGITATIO REGULAR COVEYS A STRONG, BOLD CHARACTER, AND THROUGH ITS HEAVY LINE WEIGHTS, ADOPTS A VERY FUNCTIONAL ROLE. THESE FUNCTIONS CONSIST OF COGITATIO BOLD BEING VERSATILE FOR CERTAIN BODY TEXTS, HEADINGS, LOGOS AND MERCHANDISING, THROUGH THE TYPES BOLDNESS."