Filtering by Tag: Typography

Space Invaders

Added on by James Cronin.

I recently received an email in which the format attracted my attention more so than the content itself. My eyes were instantly drawn to the white spaces and I couldn't stop looking for them as I began to read. Each sentence felt isolated, rather than being part of a whole communication.

It originally used to be common practice when using typewriters to leave quite a significant gap after each sentence to aid legibility. This was however when the type itself was monospaced, meaning that each character had a fixed width and occupied the same space horizontally. 

Since the introduction of proportional fonts and the ability to adjust kerning we are able to produce much more visibly pleasing and more legible text, leaving the double space redundant.

So don't let a double space invade your next email. 

New School, New Audience

Added on by James Cronin.

- The role of social media in a rebrand.

Since 2010 when US clothes retailer Gap ditched their new logo after an outcry online, brands have been made aware of the power of the modern consumer. Launching a new visual identity will always come with some negative comments because people are resistant to change but with the advent of social media, users can now have their opinions heard.

Brands can often use a rebranding exercise as an opportunity to engage with the consumer and use it as a form of promotion. How then can a brand engage with a hostile audience? Well a few months ago, New York University ‘The New School’ responded to the negative reception of its rebrand by getting its designer, Paula Scher of Pentagram, to respond to ‘mean tweets’.

“Holy crap the typography is so jumbled. Looks like Star Wars had an affair with Comic Sans” @MD_DC

While acting as a form of promotion for the school, it also provided an opportunity for Scher to defend and even explain her work. An opportunity most designers are not always lucky enough to have.

Kerning

Added on by James Cronin.

Found an interesting site this morning designed by Mark MacKay, called Kerntype. Its a fun game for designers, where you can test your typography skills against professionals.

Your mission is simple: achieve pleasant and readable text by distributing the space between letters. Typographers call this activity kerning. Your solution will be compared to typographer's solution, and you will be given a score depending on how close you nailed it. Good luck!

I think I'm going to have to close the site because I've been playing it for a while now and should get back to work.