Typography – as Cambridge dictionary defines it is, the design of the writing in a piece of printing or on a computer screen
When it comes to the perception of your product/service typography is as important a brand asset as your logo, strap line or, company name is.
As a designer we sometimes get complacent with typeface choices. There is nothing wrong with that in some respects. Infact years ago a Swiss typographer (they’re the best by the way) told me that good designers have only 2 typeface choices and they stick to them… It’s amazing how flexible some typefaces are and the depth of what you can achieve with them. Check out this board on Pinterest for some examples.
Released as far back as the 1700s some of the most beautiful and by that I mean engaging and legible typefaces are just as relevant today, for example Baskerville.
With the changes in technology and the way we read there is of course a need for new typefaces. So this month I thought I’d take a look at a couple of designer faves from more recent decades…
Maven Pro, 2011
This is an interesting one and the curves on those n’s and m’s are interesting and unusual and I LOVE the lower case letter ‘a’.
This is one of those ones you can read as a ‘standard’ typeface but which has a variety of individualisms if you look a bit further. Not sure about the lower case ‘e’ this – looks a bit stretched which makes it a bit hard on the eye. I’m not going to tell you what I said about the upper case Q to a friend of mine: it looks like it’s having a…
Berlingske Sans Round by designer Jonas Hecksher comes from a huge font family.
Designed in 2010 Berlingske started with a serif version. It was specially commissioned for Denmark’s oldest (265 years) daily newspaper BERLINGSKE.
The typeface has developed over the last four/five years to include more 227 weights and almost half a million different glyphs.
The serif versions were perfect for printed newspapers which rely on legibility of large bodies of copy. Progressing for screen and display, Hecksher has created a typeface tool kit to ensure Berlinske has a solution for everything.
In doing so any brand that uses it, is able to create the perfect balance of consistency and flexibility with their typeface.
The rounded version is one of my designer friends faves and I can see why. Its natural and almost organic. Also it has that chic-cool feel to it in the weight and movement of the line. It’s expressive but also smooth and almost a bit suave kind of like the charmer in the room if he/she were a typeface!