Ironically, for an article about typography, this is not going to be wordy.
Type and hand lettering are obsessions of mine. Since I first picked up a fountain pen at the age of about eight, I have loved the art. There have been books published for centuries about it, from the original illuminated manuscripts through to the wooden blocks of the first printing presses, the art deco flair, constructivist lines, mid-century simplicity and the bubble writing of the 1960s.
Typography has definitely had a resurgence in popularity in the last few years, and I want to pay homage to a tiny cross section of contemporary genius with this collection of images.
Applying typography to your brand is as subjective as picking your colours. There are however a few dos and don’ts to consider.
Do make sure that the typefaces you use complement each other. Pair different styles of type, but make sure they are not so wildly different that they clash. Google “type combinations” to look at endless great pairings.
Do stick to at least one of the principles of design (see blog post of 9th April).
Don’t use more than two typefaces in a single piece of design. Most typefaces have a range of weights, and it’s completely acceptable to introduce a hierarchy of text that uses a variety of them, but there are very few situations (especially with logos) in which too many typefaces don’t confuse.
Don’t uses these fonts if you can possibly avoid them. Why? It’s not for me to be critical, but if you want to encounter real typographic snobbery, there are volumes of opinion online. The thing with these is they have been used to death, are not well designed and elicit such strong opinion that using them can’t be positive.
And finally, do use typography that reflects you, your personality, your words, your name, your colour scheme and your brand as a whole. Have I said this before? Consistency is vital.