Typography
Before I thought typography was literally just fonts and nothing else. Now I've started my typography module it's actually opened my eyes, there is more depth to it beyond just a font.
Thickness, weight, x-height, tracking, kerning and so one effect the communication of the type to the reader.
Looking deeper, I found out the that the longer the x-height the more legible (how easy it is to distinguish a letter) the typeface is. This is can be mainly seen in San Serif fonts. While Serif fonts have more weight and thickness to them make them more readable, especially in small sizes or a long piece of text.
All the ladies know about Victoria's Secret even if we can't afford it, we have our favourite models and have a picture of the lingerie we want in our heads. Yes don't lie !
Anyway the font used is Trajan, which I like and I normally don't like Serif fonts because they look too traditional and old. However Trajan suits the brand because the Serif makes the font look sophisticated and elegant also due to the thin stem (body); which is unusual for Serif fonts. Also it's looks clean and simple, one reason is due to the use of kerning and tracking. This makes it easy on the eye also to print as a small logo. The fact that it's not bold and heavy suits women being the target audience; in comparison to a label like Hugo Boss.
Hugo Boss they say is targeted at men and women, but we all know it mostly attracts men, why ?
Look at the font. (Focusing mainly on the '' BOSS '')
'' BOSS '', is very heavy, the heavier the more attractive it is to men and it does the opposite for women. I don't know why, maybe it's because it resembles strength and power, something men desire. This is going off topic, but during studio time we had to draw someone but symbolising strength (this meant thicker body, bolder strokes and heavy lines), and then convert it into a font. This would be the exact font !
The font also represents luxury and sophistication due to the use of a Serif font; seeing as it's a '' German luxury fashion ''. Is it linked to the old German font Black Letter ? hmm
Thickness, weight, x-height, tracking, kerning and so one effect the communication of the type to the reader.
Looking deeper, I found out the that the longer the x-height the more legible (how easy it is to distinguish a letter) the typeface is. This is can be mainly seen in San Serif fonts. While Serif fonts have more weight and thickness to them make them more readable, especially in small sizes or a long piece of text.
Enough of that, let me show you how this effects the way we look at things such as a brand.
Anyway the font used is Trajan, which I like and I normally don't like Serif fonts because they look too traditional and old. However Trajan suits the brand because the Serif makes the font look sophisticated and elegant also due to the thin stem (body); which is unusual for Serif fonts. Also it's looks clean and simple, one reason is due to the use of kerning and tracking. This makes it easy on the eye also to print as a small logo. The fact that it's not bold and heavy suits women being the target audience; in comparison to a label like Hugo Boss.
Hugo Boss they say is targeted at men and women, but we all know it mostly attracts men, why ?
Look at the font. (Focusing mainly on the '' BOSS '')
'' BOSS '', is very heavy, the heavier the more attractive it is to men and it does the opposite for women. I don't know why, maybe it's because it resembles strength and power, something men desire. This is going off topic, but during studio time we had to draw someone but symbolising strength (this meant thicker body, bolder strokes and heavy lines), and then convert it into a font. This would be the exact font !
The font also represents luxury and sophistication due to the use of a Serif font; seeing as it's a '' German luxury fashion ''. Is it linked to the old German font Black Letter ? hmm
Compared to Victoria's Secret and Hugo Boss, Vans is targeted at a younger audience and it's not gender specific. Girls, guys we all have vans, it's not a girly or manly think to have. Just something casual yet fashionable; if you wear it right with something like high waisted jeans. Oh yeah I'm referring to the authentic vans.
Typography, yes, well compared to the others this brand uses Sans Serif font Ariel Black, which is less traditional, youthful and modern. Using this font style suits the target audience. The letters are thicker and more closed together, giving a strong appearance and a sense of individuality; since most brands the letters have more spacing. Also the extended ' V ' adds to this individuality, it could almost be on it's own and still be recognisable.
These are the new things I have learnt, especially the terms used. I hope it go you interested or just something new learnt in typography. Have a nice day.
I'll post some pictures, to show how typography suits the purpose.
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