Typography can make or break a person or project. It is so easy to get it wrong. This is because there are so many fonts to choose from. Like curvy, posh, bold, italic etc. everyone has their personal preferences/ favourites.
There are lots of different styles in a type face family, e.g. Halleck/bold etc.
Helvetica is an iconic type face – a movie has been made out of it. Other iconic types are:
- Avant garde. Developed form a magazine. It is well regarded. Images are imbedded within the type. The magazine was a path finder. There are lots of different versions.
- Gill sans. This is user friendly. Eric Gill, who created this, was a controversial character. There were life styles issues and strange working methods. He was the first to use the “g” which looks like a pair of old fashioned spectacles.
- Times roman. The default for most. This emulates attitudes. Egyptian and Roman architecture which was popular at this time. (Seen as the same as designing a building.)( A heads up to ancient Egypt.
- Serif type (created the flick) guides the eye. Indicates professionalism in this font. Used by doctors and solicitors.
- Sans serif – casual, plays with use of colour/spacing. Not very readable.
- Old style. Nice flow, guides the eye
- Elongated, modern, not very readable
- Slab serif. Industrial revolution. Literacy was on the rise. Before this the masses could only de-cone pictures. (Debate which is more readable, slab serif or sans serif.)
- Why might you use it? It emulated hand writing. You may want to emulate a signature.
- Would never be used in extended copy. Works for signage. High visibility, low readability. Would need sans serif type.
- Post-modernist types. Shifting attitude. Modernism is represented in structure, order, architectural, sublime, utopia. Post-modernism represents de-construction, self, the fracturing of communities.
When you use type face you can select from the list. You do not need to design. Need to know where it’s coming from, type face will change your message.
For me as a journalist it is crucial for me to know the building blocks and foundations of font typefaces. This will help me to identify the most appropriate fonts for my projects. I need to consider things like the readability as some have a higher readability rate and others low.
All effective type face should draw the audience than immediately let go, leaving the reader to de-code what they have seen. The brand wants audiences to pause, see the visible and the invisible.