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Nov 23 2015

Type Casting


With typography, as in architecture, every detail makes a difference. One of the first steps in constructing your firm’s graphic identity will likely be developing an appropriate logo.


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1. First Impressions

It makes sense to select a typeface that reflects your firm’s outlook and positioning. To communicate expertise and capability, classic yet versatile fonts like Times New Roman, Palatino, Helvetica, and Futura can convey your get-down-to-business attitude.

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If your organization cultivates a creative image—like the Victoria and Albert Museum—there’s plenty of opportunity to put that idea across with a more disruptive design.


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2. Ready for Digital

When letterpress ruled the world, ornate and finely-delineated fonts could make a singularly artistic impact. Today, such typefaces would be blurred and pixelated beyond recognition when viewed on a computer screen. Branding fail! It’s critical to work with fonts that are optimized for digital use.

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Your graphic designer will—or should—completely understand this concern. Lucida and Verdana are among fonts that have been designed exclusively for on-screen reading.



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3. Think Ahead

Before committing to a font, think of the future. Will your graphic identity be able to age gracefully over time? Of course, it’s hard to anticipate if such a transition should be gradual and nuanced, or, in light of yet-undiscovered opportunities and events, it may need to make a big break from the past.

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4. Think Even Farther Ahead

There’s an interesting new class of typefaces—let’s call them fonts with a conscience—that organizations which are serious about saving the world and/or saving a dollar might want to investigate.

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Ecofonts are designed with tiny holes in the letter forms; virtually invisible, the little voids reduce the amount of ink needed for printing. (Full disclosure: Hausman LLC uses Garamond, a font which an intrepid young student has determined has both bottom-line and environmental benefits.)