Typefaces are not toys
“Words have meaning and type has spirit,” says Paula Scher. “And the combination is just spectacular.”
Typography is used in advertising and marketing to give “meaning and spirit” to a company’s brand identity.
Part of the PBS web series, “Off Book,” is the short film “Type,” exploring the diversity of typographic expression through conversations with iconic graphic designer Paula Scher, font designers Tobias Frere-Jones and Jonathan Hoefler, the experimental young designer Eddie Opara, and cutting-edge info-graphic creators Deroy Peraza and Julia Vakser.
Type is the visual representation of our language. It adds shape, texture, mood and feeling to our messages, creating subtle layers of nuance and meaning. As it shapes your brand identity, it also enhances its emotional intangibles. Next time you look at an advertisement, a sign or a logo maybe you’ll see it a little bit differently.