This next example of stretched typography relates to the concept of actually stretching existing typefaces. This work is from a temporary exhibition at the Museum of Natural Sciences in Bolzano, Italy, and shows the way in which letters can actually be stretched to create a new shape. The concept of this piece is to show the "formchangings" a mountain goes through as the viewer moves and changes their view point. 

From this view it isn't fully obvious the extent to which the type has been stretched and it looks slightly like it could just be an illusion or a trick of the type, yet with this second image, you see how the type is stretched further round the corner of a the wall. 

This shows the way in which the piece relates to mountain ranges and how the viewers perception of both the type and the mountain range are changed by changing the view point. 

The way these letters are stretched across the wall is a similar way to the way that I stretched the letter K for my final resolutions. The letters are still legible yet for most of them, just one element has been stretched, like the base of the L has been lengthened drastically and the middle of the U has been dragged across the wall. 

http://www.behance.net/gallery/Alps-a-A-work-of-art/2233068

Another typeface I have found on the Behance Network that directly relates to the Alphabet Soup brief of stretching letterforms is one named "Robu Bold" in which the letters look as if they have been stretched in every direction. Many bold fonts appear in a similar style to this yet this one stands out to me because of the detailing inside each letterform, which makes it look more like each shape has been stretched or expanded in a uniform way. 

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http://www.behance.net/gallery/Robu-Bold-Typeface/687732

The darker patches inside each letter make them look as if that is the actual shape of the letter yet they have been stretched outwards. This detailing emphasises the "change" in shape that these letters appear to have gone through. 

To put the letters I have created for the first Alphabet soup brief into context, I have researched into "stretched" typefaces. 

I came across this typeface on the Behance Network called ROKE1984 which although it doesn't directly relate to stretching type, it emphasises geometric forms. This works in a similar way to the idea of taking an existing letterform from a typeface and using mathematics to stretch it into a new shape. Although I didn't measure out my stretched letters so they were 100% accurate transformations of the original letters, it still reflects the way that letters can change shape from what the were originally to something new using angles, measurements, projections, etc. 

http://www.behance.net/gallery/ROKE1984/762721

Also on the Behance network I found a typeface called Ogaki which demonstrates the way in which letterforms can be both heavy and delicate at the same time. The way this typeface appears reflects some of the final resolutions of my work in the way that parts of the letters have been stretched and other parts remain thin and "delicate".

http://www.behance.net/gallery/Ogaki-typeface/342821

For the Alphabet Soup brief, we are transforming a letter in relation to a word given to us. I have chosen to use the letter "K" and the word I was given was "stretch". Each stretched K will be based upon an existing typeface which I came across during the research part of the summer brief. As I have chosen to use the letter K, this is the research I gathered for K over the summer:

And the typefaces I selected for the Alphabet Soup brief (with the addition of an uppercase and lowercase Helvetica K):

The last bit of research for the beer mat design wording comes from calculating the average calorie intake from alcohol for students. As part of the questionnaire, we asked students to list roughly what they would drink on an average night out during freshers week. We then used the Alcohol calorie counter to calculate how many calories each student would approximately consume, then took the average from all 20 of the results. 
(http://www.drinkaware.co.uk/tips-and-tools/drink-diary/)


Here are the results with the average:

Questionnaire number	Number of calories
1	1221
2	1970
3	589
4	944
5	312
6	1336
7	1962
8	1612
9	1222
10	2442
11	3907
12	1278
13	1651
14	1305
15	1309
16	723
17	2442
18	2412
19	1245
20	674
Average:	1527.8

The average comes out as being 1527.8 (which we will round up to 1528). Although this is not entirely accurate for students everywhere, they questionnaires were answered by students at the college that we are presenting to, so the statement is targeting them specifically. 

We are going to use the research we collected from the questionnaire to help us find wording for the beer mats which is aimed specifically at the first year students we're trying to promote the idea to. We have questioned 20 of our classmates and other first year students at college and these are the results we collected:

	1	2	3	4	5	6	7	8	9	10
Which of these alcoholic drinks gives you the worst hangovers?
Tequila Slammers	x						x		x
Sambuca			x	x	x			x		x
Red Wine										x
White Wine		x				x
Beer
What would you consider to be the best hangover cure?	Toast & tea	apple juice	cup of tea	coffee and cigarettes	tea and food	sprite, cigarette, tea	smoothies	greasy food and a long lie in	sleep	food & milkshake
On an average night out during freshers, how much alcohol do you consume?	5 beers	small bottle of vodka, small bottle of southern comfort, 2 pitchers, 4 shots	2 shots sambuca, 2 shots apple sourz, 2 vodka cokes, 1 litre puff pop	half a bottle of wine and about 6 jack daniels and coke	3 double vodkas	half a litre of vodka, 3 jagerbombs, vodka coke	30ml vodka, 6 shots, 10 beers	3 strongbows, jagerbombs, shots, vodka & mixers	1 bottle of wine, 2 shots, 4 jagerbombs	lots of whatevers cheap
On average, how many nights a week would you go out during freshers?	3	3	4	5	2	2	2	3	4	5
When drinking, do you honestly know where your own limit is and when to stop?	yes	yes	yes	yes	yes	no	no	yes	yes	no
How many calories do you think you consume from alcohol on a night out?	a lot	too many	1000	1000	no idea	over 1000	50,000	1500	2000	1000+
Have you ever suffered from memory loss the morning after a night out of heavy drinking?	yes	no	yes	yes	no	yes	yes	yes	yes	yes
	11	12	13	14	15	16	17	18	19	20
Which of these alcoholic drinks gives you the worst hangovers?
Tequila Slammers				x			x
Sambuca	x				x
Red Wine			x	x	x	x		x		x
White Wine	x
Beer		x				x			x
What would you consider to be the best hangover cure?	cheese and lots of water	orange juice and full english breakfast	sleep and water	fry up	BLT	water, alkazeltzer, bacon	sleep	half cooked/ half raw egg	fanta fruit twist	full english breakfast
On an average night out during freshers, how much alcohol do you consume?	10-15 pints of beer	16 pints	4 G&Ts, jagerbombs, shots	4 - 5 pints, vodka mixers	4 or 5 cans of beer, 2 vodkas, a few jagerbombs	6 or 7 bottles beer, 5 or 6 vodka mixers	7 vk’s	5 or 6 malibu and cokes	several beers	10 drinks and shots varied
On average, how many nights a week would you go out during freshers?	2 or 3	3	4	3 - 4	6	4	2	2 - 3	1	3
When drinking, do you honestly know where your own limit is and when to stop?	most of the time	yes	no	yes	yes	yes	yes	yes	yes	sort of
How many calories do you think you consume from alcohol on a night out?	2000	over daily allowance	havent a clue	1000’s	not sure	approx. 3000	200	don’t know	3000	no idea
Have you ever suffered from memory loss the morning after a night out of heavy drinking?	yes	yes	yes	yes	yes	yes	no	no	yes	yes

From these results, we have worked out the most common answers which will be used to create some of the beer mats. 

Here are the most common things people said in response to the questions:

Worst hangover drink	Sambuca
Best hangover cure	cup of tea & cigarette
Alcohol consumption	(to be calculated later)
Nights out a week in freshers	3
Knowing your limit	yes
Calories consumed	1000
Memory loss?	yes

From here we can now create more of the beer mat wording.