The materials exercises done prior to the project
The objective of this project is to take a word or phrase and create a typeface from it using an already existing typeface. The word I received was "tart" so as an exercise, we took random materials and tried to create a way to display the word in a way that makes sense with its definition. "Tart" could be associated with the pastry or a sour, sharp, or bitter (in taste or in character). Despite this, it was hard to come up with representations that were not cliché. By doing some more research, I found that the word "tart" could also be used as an insulting word that meant to be sassy, promiscuous, flirtatious, and to put it simply, a person (usually referring a woman) that frequently has sexual intercourse with many partners.
To put a spin on the cutting and biting definition, as well as the flirtatious connotation, the design of the word had curves to indicate a softness and alluring quality, but the ends are all pointed, indicating the biting quality. I added lips that were literally biting other letterforms, but in a way that was seductive. This creates the feeling of the word "tart" without using the associations of the pastry or literal taste of it.
Below is the final product.
