In 1816, William Caslon created the world’s first typeface without serifs. He was widely critisised for his modern design, which was the start of the many 1000’s of fonts we all see today.
A serif is a small line or stroke regularly attached to the end of a larger stroke in a letter or symbol within a particular font or family of fonts.
We are all faced with fonts everywhere we go – signage, printed literature, phones, TV and so on. Big corporate companies create their own bespoke fonts, some settle for an off the shelf version and others make use of the 1000’s of free fonts that are available by inspired designers on the web. Did you know, IKEA changed their corporate font for print to match the website font of Verdana. With the inception of the world wide web, there was only a limited range of web safe fonts. After IKEA revamped their catalogue, signage, marketing material the original font they used then became available on the web! This year (2020), they have changed again and will be using a Google font for the foreseeable future. Google fonts are available for both print and naturally, as you would expect with Google, on the web.
Choosing a font for your design needs to be considered carefully. Will the text be legible from distance, as small print, on a big billboard etc etc. Often, companies have a secondary font which compliments the main corporate font and EasyJet are a perfect example of this. Using the right colour for the font can also play a part to making or braking a design.
Do you remember the first time you were given freedom on the computer at school? We all thought Apple Chancery, or Comic Sans looked good and to be honest for your first school project it did. But would Comic Sans look professional at the bottom of a letter from Buckingham Palace?
Companies who take branding seriously are strict on fonts, matching across electronic devices for email signatures, website, printed media and livery.
Choose your fonts wisely, trial the layout at different sizes and then stick to consistency once you have decided. Fonts are truly awesome and get it right, you won’t have to change things for a very long time!
As you will gather from above, we are passionate about fonts! We are sure you will feel the love for fonts after speaking to us at Continuum.
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