For the modernist approach to typesetting I took to recreating Joseph Müller-Brockmanns famous poster designs. These posters have elements of modernism that are widely regarded for example the use of grids and uniformity.
Based on Brockmanns poster designs, I utilised a grid system within indesign and made my own layout. During this process I had to consider the exact placement of each shape which in turn creates a proportionally correct design.
I chose colours that created a muted aesthetic and were classic towards modernist design. The placement of the text also had to be considered as they were much like the shapes that surrounded it. Following Vignelli's principles on type, the text size of the body copy is half of what the title is.
The effect of placing Carrol's Tale onto a modernist setting is that the tone of voice changes. From a lighthearted tale, the effect of adjusting the rag and the use of grids create a more formal tone of voice for the tale that may not be entirely appropriate for the children's poem.
This is the post modern take on the Tale, inspired by the works of David Carson, the typeface is more expressive as compared to the modernist version, with some words shifted baselines and the emboldening of others. These effects were done to help engage the reader more and to express visual feelings within the word that is unlike modernist principles. It creates a less formal tone of voice that is more aligned with the intended audience the tale is aimed at.
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