1. Because it works.
Some typefaces are just perfect for certain things. Some typefaces are better for headlines and text but there is always that small type at the bottom of letters which is what Franklin Gothic is for. Alot of typefaces are very overused like Frutiger on signage programs in hospitals and airports.
Some typefaces are just perfect for certain things. Some typefaces are better for headlines and text but there is always that small type at the bottom of letters which is what Franklin Gothic is for. Alot of typefaces are very overused like Frutiger on signage programs in hospitals and airports.
2. Because you like its history.
Some companies have fonts that were created the same year the clients organisation was fonded. They say this gives the recommendation an aura of manifest destiny that is possitively irresistable.
3. Because you like its name.
4. Because of who designed it.
Some designers make typefaces and people just stick to their styles. Also you may of researched the type designer and been very inspired by their life and so you use there type.
5. Because it was there.
Some typefaces are already on your computer, they could be the default typeface, normally this is Minion pro.
6. Because they made you.
7. Because it reminds you of something.
Whenever I want to make words look straightforward, conversational, and smart, I frequently consider Futura, upper and lower case. Not because Paul Renner was straightforward, conversational, and smart, although he might have been. No, it's because 45 years ago, Helmut Krone decided to use Futura in Doyle Dane Bernbach's advertising for Volkswagen, and they still use it today. One warning, however: what reminds you of something may remind someone else of something else.
Whenever I want to make words look straightforward, conversational, and smart, I frequently consider Futura, upper and lower case. Not because Paul Renner was straightforward, conversational, and smart, although he might have been. No, it's because 45 years ago, Helmut Krone decided to use Futura in Doyle Dane Bernbach's advertising for Volkswagen, and they still use it today. One warning, however: what reminds you of something may remind someone else of something else.
8. Because it's beautiful.
9. Because it's ugly.
Sometimes its better to be talked about, even if it is bad, comic sans for instance is so overused and hated but in the right context can work well, even if it is ugly.
10. Because it's boring.
Tibor Kalman was fascinated with
boring typefaces. "No, this one is too clever, this one is too
interesting," he kept saying when showed him the fonts I was proposing
for his monograph. Anything but a boring typeface, he felt, got in the way of the ideas.
11. Because it's special.
In design as in fashion, nothing beats bespoke tailoring.
In design as in fashion, nothing beats bespoke tailoring.
12. Because you believe in it.
Sometimes I think that Massimo Vignelli may be using too many typefaces, not too few. A true fundamentalist requires a monotheistic worldview: one world, one typeface. The designers at Experimental Jetset have made the case for Helvetica. Alot of people dont like Helvetica but those who believe it really is a perfect typeface will still use it.
Sometimes I think that Massimo Vignelli may be using too many typefaces, not too few. A true fundamentalist requires a monotheistic worldview: one world, one typeface. The designers at Experimental Jetset have made the case for Helvetica. Alot of people dont like Helvetica but those who believe it really is a perfect typeface will still use it.
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