The recently released trailer for Avatar: the path of waterthe second film in the universe, compiled James Cameron, made a good impression on his production. An appetizer aimed at promoting one of the most anticipated films of the year. But he wasn’t alone in a sequence of images and hints at some of the technology that will be in production. There was also talk about the Avatar 2 logo.
When it comes to products that are so closely watched by the media and have a follower base attentive to the ones that can be created in connection with them, analyzing and studying these offerings reaches a level of detail that can surprise you and your own. Strangers. Avatarreleased in 2009, was one such object to scrutinize.
First you need to find yourself in the chosen logo in order to present the first film. At the time, thirteen years ago, it was recognized that the font used for this design was Papyrus. The detail that surprised local residents and visitors was as follows: Why didn’t the production, which had a huge amount of money invested in it, have a logo with its own typography?
Avatar: the path of water,
new logo and typography: what has changed?
This logo, made with Papyrus, has become somewhat of a common joke. This was seen as absurd: the highest-grossing film in history did not have a logo with its own typography. There is enough information to make memes and jokes with this idea, both on TV and on the networks.
Based on this experience, James Cameron decided to avoid such fuss and, in order to Avatar 2 small detail corrected: film crew added Josh Roshell, the designer responsible for the new proposal, which could be seen in the trailer and on the movie poster. How did it turn out? Because the designer himself commented on this on his blog in a text under the heading: “Yes, I created a new AVATAR font(Yes, I created a new AVATAR font).
The first paragraph of this text begins like this:
“Last year I got one of the craziest calls I’ve ever received. It was the team Lightstorm Entertainmentcompany of James Cameron, who wanted to see if he could help them put together a font for an “upcoming project”.
Of course, Josh Rochelle was attracted to it, and at the same time, he remembered the backstory associated with the first logo. About this he wrote:
“Unlike many font lovers, I think Papyrus is actually a pretty cool font and I have to admit it was a good fit for the original Avatar logo, although it also appears on product from Shakira and unbranded tea.
The designer’s work was not just a logo. Josh Roshell is responsible for the entire alphabet used in production. This includes from the letters on the poster, the logo, to everything related to Avatar: the path of water. James Cameron is taking revenge for these criticisms and jokes, and the designer had what is arguably his lifelong professional dream.
How to step by step?
The creative detailed on his blog how important the part of the process he was immersed in was. Here are the steps:
- He cleaned up the outline of the recommendation that had been sent to him. As he explained, “that way they would look better as a source. I removed the repeating and unnecessary dots and made them bits samples were more pronounced so they will look better in typical font sizes.
- The next step was to integrate capital letters into the logo and other samples provided. The work was complicated by lowercase letters. Josh Roshell wondered: “Should it be traditional lower case? Lower case? Uncial (medieval mixture of top and bottom)? I sketched the letters, then scanned them and made words out of them.“.
- Solving the previous step, Roshell explained, “We chose three alphabets: uppercase, uppercase, and lowercase.” In addition to this, the designer drew more angular variants of lowercase letters. “I liked where it was going, but they thought it was too extreme. Who knows, maybe one day I’ll turn it into something…”
- In conclusion, the alphabet consists of what the author defines as “four weights: Light, LightSmallcaps, Normal D Regular small caps“.
On his blog you can see some of the sketches he has been working on.
Source: Hiper Textual
