From the course: Logo Trend Report 2018-2019
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- I want to take a moment to talk about comfort levels and consumer reactions. All of us have certain expectations in our life. When we open the refrigerator door, what's inside will be cool, but not frozen. When we sit in a chair, it will be stable and not tip over. When we button our shirt, that the number of button holes will match the number of buttons. There are enough surprises in our lives that we can really take affront to efforts that toy with anything that we regard as sacrosanct. Those things we know we can rely on. But sometimes, as designers and marketers we know a bit of disruption can make the consumer pause and actually absorb our message. Chaos, for sure, but just enough to create a positive outcome. When it comes to typography, we tend to take our letter forms pretty seriously. And I'm not just referring to designers, ask any type maven and they can reguille you with just how much chaos the public is willing to accept when crafting a font. Embellish a letter form and…
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