Do you ever stop and think about how people will respond to the fonts you choose?
In the studio we’re absolutely passionate about fonts and we spend hours considering which one will the right reaction. I know this makes us sound like slightly strange people, but it’s this attention to detail which means that when we create a logo for someone, it intuitively sends out the right signals about their business. Let me show you what I mean…
Remember the logo we created for OpenDoor a couple of weeks ago? It’s a great start, but there’s something about the font we’ve used for “the sales producers” that’s just not right. It just feels a bit loopy, a bit open and a bit sluggish. And Sarah, the business owner and visionary for the company is none of those things. So I set Chloe the task of finding a font that had impact, style, energy and inspiration.
Now this is much harder than it sounds, because there are literally thousands of handwriting fonts to wade through, but here’s our shortlist:
Too static. I love the t but because the letters aren’t joined up, it just looks a little bit too staid.
Close, but those upper case ‘r’s are inappropriate and lack attention to detail.
The ‘t’ on this one isn’t quite right and there are those annoying ‘r’s again!
Almost there, this font has energy, inspiration, we like the uprightness of it but it’s a bit thin.
A really good article on an important aspect of design. Excellent example of a design “journey” and the thought process involved.
Thank you David. It’s always a long journey but I think worth it in the end.