The choices we make in any sort of design matters because it conveys different meanings and ideas. Even with type, this proves true because our eyes read symbols, shapes, and lines first, rather than the content itself. This week, we learned about typography and how type acts as a subtle form of persuasion. It may not seem like a big deal, but type can actually make a big difference when it comes to conveying a message. For example, a block of text written in script-like cursive font like Edwardian Script ITC would most definitely convey a different mood if it was written in a bold sans-serif font like Comic Sans. The cursive text would seem aristocratic, while the sans-serif font would seem unserious, almost like a joke (come on, it’s Comic Sans). So every choice we make in design has a purpose! It may seem like a tiny detail, but your choice in type could either make or break your design.
In this kinetic typography (I brushed up on this last week!) example of Conan O’Brien’s farewell dialogue for The Tonight Show, the creator, Jacob Gilbreath uses a variety of serif and sans-serif fonts and incorporates movement to further add dimension to what Conan is saying. I noticed that Gilbreath used the serif font for more serious moments in the speech and saved the sans-serif fonts for more comedic, fun moments. I think this is a great conscious choice because serif fonts (ie. Times New Roman, Baskerville) are usually thought to be more serious because of its more structured form. On the other hand, sans-serif fonts (ie. Helvetica, Tahoma, Comic Sans) are simpler in structure and generally convey a more relaxed, free mood. Also, his use of motion is amazing because everything flows chronologically without making the viewer dizzy. At 0:16, I really liked how he utilized the the word “Yes” twice by returning to it, since Conan repeats it in his speech (you’ll have to see it to completely understand). By doing so, Gilbreath uses repetition and shows that not only has he listened to the speech carefully, he’s made conscious choices to show this. Lastly, a small detail I liked was that he kept the text white and the background grey. This let the text pop out to the viewer without seeming harsh (compared to if it was done in black) and let us focus on the movement without being distracted.
In this Teen Vogue logo, it uses two different fonts, contrasting both serif and sans-serif. Teen is in a sans-serif font (Franklin Gothic Book) while Vogue is in serif (Didot). Again, I believe the creator did this as a conscious choice to convey two different messages. First of all, Vogue is an iconic magazine that dates back to 1892. Although the font initially used was different from the one currently, it was still a serif font. Since Teen Vogue branches off from the original Vogue, it makes sense to leave the word “Vogue” as the iconic serif font in the logo because it still allows the viewer to identify with the original Vogue magazine. This acts as a reference to its historical context. Then, to appeal to the teen demographic, I think the creator chose to go with a sans-serif font because younger generations identify with it more. Typically, sans-serif fonts aren’t as serious and are more fun, and this is what teens are all about. Finally, by making “Teen” red and “Vogue” black, I think this is an effective contrast because it mixes the ideas of being bold and carefree with something that’s classy and timeless. Therefore, the red would initially pop out to the viewer right away and then their eye would go to Vogue, thus having them identify with the iconic brand immediately after.
For those of you who don’t know what Lomography is, it’s a popular Austrian brand founded 1991 that sells toy cameras. While we’re all about going digital these days, Lomography strives to take customers back and enjoy the oddities of experimental analogue photography. They encourage people to enjoy film and marvel at the imperfect pictures that may come out of it. It’s all about the surprise!
As a proud owner of a La Sardina and Diana camera, I wish I could visit the Lomography store in Toronto more often (536 Queen St West!), but at least I can talk about them in this blog which brings me to their logo.
Lomography uses a white sans-serif font against a red background and what I really like about it is that it looks almost distorted or digitized. Because the font isn’t outright perfect and clean cut, it really conveys the idea of producing an “imperfect” image which is what their brand is all about. Although I don’t know the font name (it’s probably “lomography”, or something), I can tell that it’s using a bold typeface. This choice, along with the colour choice (white popping out against red) makes it easier to read from far away and really communicates how lomography strives to make analogue photography more of a presence in the modern world.