It’s no secret! I am a font lover. In my opinion, fonts used for typesetting only are seriously under-estimated. There are limitless uses for fonts, which is why they’ve become a “go-to” in my daily design operation. Slightly obsessed, I even find myself defining fonts in public. See that sign Luke (my husband), that’s “Magneto!” If you find yourself doing the same kind of thing, be sure to check out the Font Game app for endless challenge that will also teach you a lot. Never having formally studied typography, I learned more-than-ever playing the “terminology game” for 30 minutes! My highest score 751… ouch – but I’m still learning!
This morning, I began creating sample logos for a new client. My first step, searching an array of fonts that would appeal to their taste. Their original logo was created using an eroded font surrounded by a floral design (see Think About This below). Therefore, I could tell they were going for an artistic and feminine look. In searching for options to meet their needs, I came across a font called “Aierbazzi” (air attract) by an Italian graphic designer, Roberto Cecchi. Initially, I chose to download this font because it is both artistic and floral. Not realizing how it would function mechanically, I was completely amazed by it. This font is genius! So genius in fact, it is the first time I have ever contacted the designer to say “I envy your vision!” – which I most certainly did! In retrospect I wish I had told him how much I envy his execution of such a profound, yet simple, function for a dingbat font. This font allows you to create customized bouquets. It is not only impressive, but a lot of fun. Do it yourself!
Think About This: The problem with the use of distorted or eroded fonts in a brand or logo is the long-term reproduction compatibility of the font with certain media. One of the most difficult medium for distorted, eroded and even thin fonts, is apparel. The ability for screen-printing and especially embroidery to render distortion & thin fonts is difficult – even impossible in some cases. People do not typically consider the longevity of a design in terms of media compatibility. It is easy to choose a design that satisfies one’s personal taste. However, determining whether it will always get the job done, serving your brand on something as small as a business card and as large as a billboard is not so simple. That’s why it is important to choose a designer who asks upfront “how” you plan to use your design. If they are not familiar with what it takes to task the variety of media you plan to utilize for your brand – keep looking or contact me.