I am currently researching and developing an understanding of how to tackle my second design competition brief, for John Lewis. John Lewis are asking to connect with 20-30 year old, time-short urbanites. They want to break away from the, traditional, old-fashioned, retro, heritage vibe that people associate with John Lewis. How then to create a new way for customers to engage?
I am currently exploring typefaces. I came across a website called brand chemistry, that gave a good breakdown of styles, uses and meaning of typefaces.
Geometric: Creative, Artistic, Retro, Art Deco, Modern with a twist, Aspirational – these letters are closest to the geometric shapes from which they were created and while great in headers, it is hard to see them working in body copy.
Humanist: Simple, professional, familiar, traditional, comfortable, progressive – including well known typefaces such as Verdana and Optima. Humanist typefaces are more calligraphic than other sans-serif typefaces, meaning they have a greater variation in line widths. This means they are very both legible on screen and off – which accounts for their popularity.
Old Style: Traditional, bookish, considered, thoughtful, loyal – dating back to the mid 1400s, you will recognise these types of fonts from your old school books. They can be a great choice when trying to convey a feeling of tradition and history.
Transitional: Elegant, smooth, trustworth, conventional – the most famous of these is Times New Roman. And as the namesuggests these fonts came in around the 1700s and bridged the gap between old style and modern.
Modern: Quirky, sexy, magaziney, professional but not corporate, feminine – most famously used in the Vogue Magazine logo. Modern typefaces have a much more pronounced contrast between thin and thick lines, giving the feeling of a Traditional Serif with a twist. Even though they are called “modern’ these beauties date back to the 1700’s!
Slab Serif: Sporty, Strong, Masculine, Funky, Intriguing – think typewriter fonts, or hockey jumpers. Slab serifs have little to no contrast between thick and thin lines, and have thick, rectangular serifs. They are great for a strong, unmissable message.
With these definitions in mind I used the examples with my brand values.
I think I’m going to progress with a Modern typeface because of the explanation:
Quirky, sexy, magaziney, professional but not corporate, feminine.