Ligature

For our first task, the brief was to in groups develop a new character for one of the six typefaces in 'the vignelli canon'.
Our group decided to take the brief on by using the text abbreviation 'Af' meaning as fuck, to create it into a character. We looked at the meaning and use of the word, which is to emphasise what you are saying, most likely in a text. From this idea, we started to experiment with characters that are used to exaggerate in a text message, such as exclamation marks and question marks. We chose to use the font Futura as it is a more modern font to fit the contemporary use of the word.

                                      

 
For our first final design out of the two, we went with the concept of having our ligature become an underline, to take into account the context of the abbreviated word, which is to exaggerate something said. The 'a' shape is smaller than the F, which is found in negative space, to highlight the harshness of the fuck when the word is spoken.
Our 2nd design was based upon a full stop that has a larger tail, to relate to the context of the word as when used in a sentence, AF is usually the last word said before a pause. The design is simple and contemporary, still adhering to the word used.

The feedback from the group crit was:

The simplicity is effective
The question of how would it be translated to social media
Use of horizontal space is innovative
Concept makes sense
Clever and works well