FV Vaqueirama: desenvolvimento de uma typeface para a valorização da cultura das vaquejadas

Abstract

The vaquejada's culture in general makes use of typography in different ways, whether in tools and accessories, in practice places or even digitally, as the vaqueiro's life in times of Covid-19 pandemic had to adapt to the new way of working and advertising. As a result, the designers who work producing material for this audience end up using typefaces that have other values, such as westerns, rodeo, country culture, and that don't work and don't express themselves in the same way as in vaquejada, because they have a different concept. Therefore, this work aims to develop a typeface that can both help and enhance the vaquejadas, and that has the values and characteristics of this brazilian northeastern tradition. An in-depth study is carried out on the vaquejada in Brazil and on the principles of typography, so that manual sketches are produced and then digitized, with this it is possible to make adjustments in post production, along with the choices about marketing and distribution platforms, to obtain a significant reach, advertising the typeface in an unconventional way to vaqueiros and people who enjoy this brazilian northeastern sport. Techniques, methods and tips from top designers like Leonardo Buggy, Cristóbal Henestrosa, Jost Hochuli, among other great names, are used to achieve a coherent and precise result. As a result, the typeface and all its characters are presented, as well as posters in which the typeface is presented and used as the main font.