Fernanda

TYPEFACES

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AROUND ME

Whether letters are rounded or straight, lowercase or capitalized, connected or spaced, typography can speak volumes about what kind of institution you’re entering and the feeling it’s trying to communicate.

“A good typeface creates an emotional response in relation to the message it is conveying.�

Jonathan Barnbrook

Most city dwellers speed-walk along crowded streets each day, barely taking notice of the typography that adorns everything from storefronts and street signs to museums and office buildings.

More than just a lettering style, the typeface of logos and signage is as much a part of a brand’s identity as its products and services

Typography creates a sense of place, invoking history, reflecting changing lifestyles and trends, and setting an expectation before one enters a space.

At the bar, chalkboards provide the efficiency of being able to communicate the weekly specials on a quick and easy sign. The ease of wiping it off and the temporariness of the information makes it the perfect medium to share information at the watering hole.

When you encounter a language you don’t read, your eyes are then looking at the letterforms individually to find points of reference

“If you’re opening an office building or a condo complex and targeting a particular age group, maybe you’d go for a super modern, techy typeface that’s all lowercase and that would resonate with some people as being young and entrepreneurial,” Amanda Bowers, creative director at design firm PS212, who has worked extensively with typeface design for logos and signage.

When it’s designed well, typeface has the ability to transcend language.

Bars, cafes and restaurants.

Streets, walls, train stations, etc.