From the course: Graphic Design: Small Business Identity Redesign
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How to choose a typeface
From the course: Graphic Design: Small Business Identity Redesign
How to choose a typeface
- Type can be picked out in several ways. Start by referring back to the world of research and categories like historical, and nautical, and so on. Look at those first, then look at type for its more universal attributes, like line and shape. How important is the typeface? Type isn't only about communicating words. If it were, we could use one typeface for everything. That'd make life easy. Wedding invitations, food packaging, diplomas, movie titles, novels, car logos, and it wouldn't matter. In reality, the lines and shapes and curves of typography express countless voices and nuances and shades of meaning. Let's start with historical. We already know that Caslon came from the same era as Newburyport, so, just like those historic builidings are now weathered and aged, Caslon Antique is similarly old. It's distressed, it looks like it's been around, and this projects a great sense of history. Problem is, our logo's pretty modern, so there's a disconnect here. The difference between…
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