Ad campaign used to advertise Coca Cola Glaceau Vitamin Water http://www.theguardian.com/media/2009/oct/06/coca-cola-glaceau-ads-banned-asa

When thinking about a visual example that primarily uses typographic elements, I immediately thought of Vitamin Water. Their brand is immediately recognizable because of their consistent use of the same typographic elements  and use of positive and negative space. Their consistently used typographic styles include bolding the word “vitamin” in their logo, and therefore on all of their bottles, and using the same typeface for the title of each individual drink or the buzzwords in their ads. The bottles are easily picked out from afar because of the iconic use of positive and negative space used by the brand, with the positive space being the color of the liquid, usually containing the title of the drink or the focus of the ad, while the negative space contains the information needed to understand the campaign’s intentions. Vitamin Water consistently uses figure/ground elements by always having their actual bottle in their advertisements. While their campaigns would still be recognizable without the product included in the example, the product’s presence includes a focus point for the viewer, also utilizing framing and cropping. The orientation of the text in each ad mimics that of the bottle, as well as going along with the shape of the bottle, drawing more attention to it in the advertisement. Having the bottle and logo for the company in the positive space and the informational text on the negative space, as also seen on Vitamin Water products, also creates effective framing of the bottle. By having the bottle grounded in positive space and extending into negative space, it is obviously the highlight, therefore drawing your attention to the informational text above it. By utilizing all of these elements, Vitamin Water effectively keeps the focus of the viewer on their product, while sticking to their easily recognizable brand to create an effective advertising campaign.