posted by: Amanda

In the world of print design, typography can be seen as the backbone holding a piece together and entire professions are dedicated to the sole study of type. The choice of the most suitable typeface for a brand will say a lot about how a company is seen, and there are always trends to consider and new fonts popping up all the time by modern typographers, however timeless serif and sans-serif fonts created by the old masters are constantly being used again and again in print design. The typeface shows the personality of the brand, whether modern or traditional, corporate or underground, and a professional, good solid typeface used consistently in a company’s branding material shows credibility.

“A well-designed document should draw the reader into the text, or at the very least, not put them off reading. Writers however often do not have the time, interest or expertise to properly typeset their own documents and as a result, texts tend to range from the abysmal to the mundane; beautiful readable documents are few and far between. While this criticism typically applies to the daily in-house documents of any office, it is equally relevant to professional academic publishers. I recently purchased a book from a major academic press which, although not poorly designed per se, is a rather uninspiring, 250 pages of boiler-plate Times New Roman. The spacing, headings, punctuation and so on are technically correct but it makes me think that I’m reading a well-formatted draft, rather than a finished product.

Typography should be an extension of the personalities of both author and text.”

Article Source: jameskeirstead.ca

• July 14th, 2010
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• Tags: creative design, font, formatting, layout, print, typeface, typography