Type at Work

It occurs to me every once in a while that there are examples of good typography and type design in the public domain. The most obvious places where you’ll see type is in retail shops.

These photos, taken with my iPhone, show the prevalence of display and decorative fonts in the brands they were used for. Its significance to me is that I am currently designing a logo for a Las Vegas company, and one of my concepts uses a script display font. I have recently started using script fonts in my logo designs because, quite frankly, I am deafened by the proliferation of Web 2.0 logos that appear to be using similar fonts which are mainly san serif.

I think scripts lend a personality to a mark that is often missed by other type classes. The most popular brand today used a custom display script. Yep. Coca Cola. Given PEPSI’s new identity change, Coca Cola now has even more equity in their mark than PEPSI does. I think it was a poor choice based on trying to be hip and trendy. 15 years from now, their ID might not look current but Coca Cola’s will be both classic and contemporary. Timeless really.

Another great American brand that has used script, and one that you won’t find in any foundry, is Lord & Taylor. Though the logo has evolved over the decades, it is still highly recognizable and still communicates class and taste distinctively.

So I think I’m going to continue exploring the use of display script fonts in my logo design work and see how timeless they become in the market.


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