2. Font Selection: Bank Gothic
Quick Facts:
- Design date: 1930 Popular Uses: - Hancock
- Jumper
- Designed by: Morris Fuller Benton (for
Television - Eagle Eye
The American Type Founders)
- 24 - Knowing
- Battlestar Galactica - The International
Denotation:
- Drake and Josh - X-Men Origins: Wolver-
- Rectilinear
- The King of Queens ine
- Geometric
- ER - A Perfect Getaway
- Sans-Serif
- NCIS - Seeking Justice
- Contemporary
- Stargate SG-1 - The Hunger Games
- No non-caps, only large and small caps
- Robot Wars
- The Event Other uses
Reason for selection:
- Falling Skies Video games
- Clear
- Terra Nova - Television news
- Direct
- The Amazing Race - YouTube (primarily vid-
- Easy to read for bullets, and short
- Just Shoot Me eo lyrics)
headline information
- High contrast with H&M branding and
logo typeface. Movies
used heavily in posters
and advertising for re-
cent movies (Mostly Ac-
tion Movies), including:
- The Day After Tomor-
row
3. H&M Advert 1
Veins: 3
(in ascending order)
1. Sky 6
2. Sand, water, sea
3. Girl
4
4. Bikini Top 7
5. Bikini Bottom
6. Tunic and jewelry 5
7. text and H&M Logo
2
Icons:
• Woman
• Tunic
• Bathing Suit Index: The text: “Matthew Williamson for H&M” and
• Ribbon on her feet the price & Details
• Jewelry Symbol: H&M logo
• Beach/Sand Name: H&M logo
• Sea EvaluatioN: Good
• Typographic Elements Potency: Strong
• Shadow Activity: Active
4. H&M Advert 2
6
Veins: 3
9
1.
Sky 7
2.
Sea 2
3. women on the right 11
2
4.
Their bikini tops 4
5.
Their bikini bottoms
6. women on the left
2 10
7.
Their bikini tops 8
8.
Their bikini bottoms
9.
The sunglasses & 5
jewelry
10. splash
11. Typographic Elements
& logo
Icons:
• 4 women
• 4 bikinis
• Bathing Suit Index: The Price and associated text
• Sunglasses and small Symbol: H&M logo
hand jewelry Name: H&M logo
• Beach/ Sand EvaluatioN: Good
• Sea Potency: Strong
• Typographic Elements Activity: Active
• Splashes
5. H&M Advert 3
Veins: 3
1.
Grey background
6
2.
Grey Floor
5
3.
Older woman
8
4.
Her pants
5.
Her black top
6.
Her red blazer 4 10
7.
Her shoes
8.
The little girl on the right
9.
Her tights
10. Her black dress
11. Her shoes 12
12. The little girl seated
13. her tights 14 9
14. her top/dress
15. her shoes 13 3
15 7 11
3
Icons:
• 3 people - two young Index: None
girls and an older woman Symbol: H&M logo
• Clothing Name: H&M logo
• Shoes EvaluatioN: Good
• Typographic Element/ Potency: Strong
logo Activity: Active
6. H&M Advert 4
2 5
Veins:
1.
(LHS) Grey background
2.
David Beckham
3.
Underwear 7
4.
(RHS) Grey background
5.
David Beckham
6.
Underwear
7.
Tank top
8.
H&M logo
6 3
Icons:
(left)
David Beckham 8
Underwear
(right)
David Beckham
Tanktop Index: None
Underwear Symbol: H&M logo & David Beckham
Name: H&M logo
EvaluatioN: Good
Potency: Strong
Activity: Active
7. H&M Advert 5
Veins: 5 2
1.
Background 3
2.
Girl 4
3.
Sweater
4.
Jewelry on her wrists 9
5.
Oyster in her hand 7
6.
Table
7.
Purse 6
8.
Plate of Ice, oysters &
lemons 8
9.
The text and logos
Icons:
Girl
Top/sweater
Jewelry (bracelets)
Purse Index: Sac: Euro 149| Jimmy Choo pour” H&M
Plate Symbol: H&M logo & Jimmy Choo
Oysters Name: H&M logo Jimmy Choo
Lemons EvaluatioN: bad
Ice Potency: weak
Typographic elements Activity: passive
8. H&M Advert 6
Veins: 3
1.
Background
2.
Floor
3.
Man 5
4.
Pants
5.
Sweater 7
6.
Shoes
7.
“Armybukser 249”
8.
H&M logo 2
6 4
Icons: 8
• Man
• Typographic element
Index: “Armybukser 249”
Symbol: H&M logo
Name: H&M logo
EvaluatioN: bad
Potency: weak
Activity: Active
9. H&M Advert 7
Veins: 6 4
1.
Wood 14 9 5
background
16 7
2.
Floor
8
3.
Furniture
15 11
4.
The girl on the
table
3
5.
Her boots
6.
sweater dress
7.
belt 10
8.
purse 18 13
9.
The girl on the
left
10. Her pants
11. Her shirt 17 2
12. her boots
13. her jewelry
12
14. The girl on
the right
15. Her black Icons: Index: Jimmie Choo for H&M
dress • 3 women Symbol: H&M & Jimmy Choo
16. Her • Clothing logo
bracelets • Shoes Name: H&M logo & Jimmy
17. Her shoes • Jewelry Choo
18. The table on • Tables EvaluatioN: Good
the right • Chairs Potency: Strong
• Typographic Elements Activity: Active
10. H&M Advert 8
Veins:
1.
White Background
2.
Red bar
3.
Girl
4.
Denim jeans 6 3
5.
White top
6.
Black and gold jacket 5 2
7.
The H&M logo
Icons: 4
Red Diagonal Bar
Girl
Index: None
Symbol: H&M logo
Name: H&M 7
EvaluatioN: Active
Potency: Strong
Activity: High
11. H&M Advert 9
3
8
Veins: 7 6
1.
The Background
2.
The leaves 2
3.
The 4 individuals 9
4.
The tights or pants 5
5.
The skirts
6.
The tops 4
7.
The jackets
8.
The scarves
9.
The accessories
10. The shoes
11. The H&M Logo
11
10
Icons:
• 3 women and 1 man
• Clothing and accessories
• Shoes
• Leaves
Index: None
Symbol: H&M logo
Name: H&M logo
EvaluatioN: Good
Potency: Strong
Activity: Active
12. H&M Advert 10
2
5 4
Veins:
1.
White background
2.
The man
3.
His shorts
4.
His checkered shirt 3
5.
The beige blazer
6.
His shoes
7.
The H&M logo
6
Icons: 7
1 man (wearing clothing
and shoes)
Index: None
Symbol: H&M logo
Name: H&M logo
EvaluatioN: Good
Potency: Strong
Activity: Active
