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TFM&A – Just My Type – Successful Branding and Typography

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Information about TFM&A – Just My Type – Successful Branding and Typography
Design

Published on March 4, 2014

Author: Extensis

Source: slideshare.net

Description

Creating and maintaining a strong and lasting brand is all about the details. Every decision has a visceral affect on public perception. Web design is 90% typography, and successful branding efforts make typeface selection central to the process. Join typography expert Jim Kidwell for this whirlwind tour of how various brands have utilized typography throughout the years. Learn from the real-world examples from both current and historical typographic successes and failures. Whether you’re looking to rebrand soon, want to select some new fonts for your website, or just need to learn more about typography, you’re sure to come away from this talk with a new critical eye toward typeface selection and utilization.
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JUST MY TYPE Successful Branding and Typography Presented by Jim Kidwell

Typographic Selection Communicates •  Emotion •  Time •  Place

1800 – 1900

1900s – 10s

1930s

1940s

1950s

1960s – 70s

1980s

1980 & 2007

Typography & Brand •  Typography is a critical to branding •  Carefully crafted •  Consistent across media •  Typography must serve branding

McDonald’s Case Study 1948 Original Restaurant

1950 Des Plaines Restaurant

1960s

1970s

1980s

1990s

Modern

What if everything used 1 font? The Comic Sans Project http://comicsansproject.tumblr.com

The Comic Sans Project

How about switching typography across brands? Logo Designer Graham Smith’s project http://www.imjustcreative.co.uk/brandreversioning/

From the dawn of the internet, web design was shackled:

Comic Sans Impact Arial Black Arial / Helvetica" Trebuchet Verdana Courier/Courier New Times (New) Roman Georgia!

Comic Sans Impact Arial Black Arial / Helvetica" Trebuchet Verdana Courier/Courier New Times (New) Roman Georgia!

Comic Sans Impact Arial Black Arial / Helvetica" Trebuchet Verdana Courier/Courier New Times (New) Roman Georgia!

[pic of 1920s car here]

Supported by virtually every browser @font-face (our hero!)

yebocreative.com

heartscryindia.org

futureofcarsharing.com

blackestate.co.nz

august.com.au

kccreepfest.com

vectormill.com

vectormill.com

freshdirect.com

freshdirect.com

Typography and location

Paris

Paris

Paris

Vegas

Blue Man

Pet Peeves

Papyrus...

Popular with musicians

And for tattoos

But also

Carefully Consider Your Typeface Selection •  Well done typography considers both the •  Always consider the visceral reaction that your selection creates

Q&A + Additional Reading •  Elements of Typographic Style – Robert Bringhurst •  Getting it Right With Type – Victoria Squire •  Branding with type –Rögener, Pool, Packhäuser, Ginger •  http://www.webink.com/type-resources

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