![]() That’s where the COPI Font Team comes in. ![]() To stand out in today's world, modern text needs to have an appropriate, fresh look and feel. One of the reasons for the explosion in the number of fonts is that marketers find that avoiding hackneyed clichés is a must.ĭirect mail campaigns often miss the opportunity to make a distinctive first impression because of forgettable typography and fonts. There's a lot more to the art, craft, and science of typography, but those are the primary genres. ![]() Typographers also use it as a more creative, general-purpose alternative to Helvetica. Advertisers use Futura extensively for copy and logos for companies like IKEA and Volkswagen. It's intended to make us think of science and human progress. The characters are all drawn from the primary geometric shapes the circle, the square, and the triangle.Īs its name implies, designers turn to Futura when they want to convey a futuristic feel. From the three fonts available in the first version of PostScript, we've reached a point where we have roughly 250,000 fonts online from which to choose.įutura takes the geometric school to its logical conclusion. Nobody won that debate, and today's fonts still reflect both schools of thought.Īs we mentioned last time, the number of fonts available to today's marketers and graphic designers has exploded. We also considered the debate between those who sought to preserve the flourishes of calligraphy versus those who strove for a more modern, geometric look. We covered the tension between form and function, i.e., the practical need for legibility and the aesthetic desire for elegance. In our last article, we covered the history of typography and the many typefaces and fonts the artform has generated. Helping them make sense of them can boost your customers' satisfaction and retain clients. Brand owners are aware of the myriad font choices available today. Please shoot me an email with any questions or sign up for our newsletter.Today's successful printer delivers a full range of services, including graphic design that takes the latest styles and trends into account. If you enjoyed this post and would like to learn more about Blank Space. A consistent typeface family needs be used across mediums and brand touchpoints. Additionally, is the typeface you have in mind available to use on the web? Does the typeface have a family of different line weights and styles that could be used to provide differentiation? It is important for a typeface to be versatile. It is also important to consider your client, their budget, and the cost of different typefaces. We consider the x-height, cap height, ascender and defender height, counter shapes, cross strokes, and ligatures just to name a few. When looking at different type options and pairings there are many details to compare. San serif typefaces are often used to convey modernism, simplicity, or minimalism. Some sans serifs are geometric, while others combine organic and geometric features. The stroke width of sans serif typefaces tend to me more uniform, with minimal contrast between thick and thin strokes. The sample sans serif fonts used below are Myriad (basic default Mac sans serif typeface) and Bunday Sans a new typeface designed by Buntype. The pink circles below highlight the lack of details at the end of each stroke. Sans Serif typefaces are clean with crisp lines, they do not have extending details called serifs or feet at the end of each stroke. We will cover each of these serif sub categories in more detail in an another post. A slab serif have heavy slab or rectangular serifs, often implying a stamp of approval. The Modern serifs have extreme contrast between thick and thin line strokes, think of the Vogue logo. Transitional serifs are between Old Style and Modern. Old Style is characterized by minimal line contrast and often the thinnest parts of letters (the stress) are at an angle. There are many different serif typeface subcategories. įrom these two samples you can see there are variances in different serif typefaces. The serifs (feet) and line weights can give these typefaces a sense of stability and being grounded. Sample serifs or feet are circled in the sample of the serif typeface of Fissile and Times below. Defining a Serif TypefaceĪ serif is the right-angled or oblique foot at the end of a stroke. ![]() What’s the difference between a Sans Serif and a Serif typeface? Here’s a basic visual introduction to help you describe different styles of type. ![]()
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