Generally when someone with knowledge of graphic design or typography criticises 'bad' typography it is not because a 'bad' typeface has been used, but that it has been inappropriately used.
Comic sans for example is a great typeface when used appropriately, such as in a comic strip for which it was designed.
When choosing typefaces it is important to consider all the connotations of its style and aesthetics, such as shape, colour and weight so as to convey the correct message.
I came across an example of typography which in my opinion wasn’t thought about much and which conveys the entirely wrong message.
This sign is for 'Expressway Car Company' a car dealership and workshop. I assume that the typefaces were chosen to give the idea of expense and elegance, to mirror the cars which they sell. This is understandable, although the script typeface which has been used is very inappropriate, and the italic style of the serif typeface is also inappropriate. This is because typefaces can be said to have 'gender' or at least gender associations. Generally sans serifs with heavy, bold lines are male and light, curly, serif typefaces are female.
The fancy script typeface used for 'Expressway' therefore is seen as female. Though there is nothing wrong with the typeface itself, when it is used to represent a car dealership which is stereotypically masculine, it becomes very inappropriate, as the typeface certainly doesn't convey masculinity. The serif typeface used for 'Car Company Ltd.' is an appropriate typeface, although it has been put in italics. This softens the typeface which together with the above script again conveys femininity. When I first saw the sign, without reading it I thought it was a sign or advertisement for a hairdressers salon, due to the feminine associations of the style. In fact most hairdressers salons have signs very similar to this.
If I we to change the typeface I would select a serif so to stay with the idea of sophistication but I would choose a more classical style which can be decorative but definitely masculine. I would suggest Trajan for 'Expressway' and Thryomanes or something similar for 'Car Company Ltd'.
Quite a good response, but be careful with your classifications...there are both serifs and scripts on this sign, which are you referring to and where? Just be more clear...furthermore, there's a serif, but it's italicised, does that affect it's meaning at all?
ReplyDeleteBe careful with all caps...this isn't great, look at ideas on how to make all caps sit together more harmoniously. (in your book)