Typography
headlines ITC New Baskerville (Roman) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
The typefaces for this campaign were meticulously chosen to convey an organic but clean feel. Baskerville, a serif typeface, was chosen for the headlines for its rounded letterforms that are a heavier weight, but are open and very legible.
why? Baskerville is considered an ‘transitional’ typeface, which complements the Elemental Gems campaign in that people following it should not remain stagnate but continue to grow through their use of crystals. Additionally, it has a feel of antiquity, like the crystals themselves, because it was designed in the mid 1700s.