If you’re posting anything to the Internet, people will see it. They’re looking at your Facebook page, checking out your Twitter and seeing what you wore in 2009. We all know this by now. So why not put out the content you’d like to get noticed? It’s fine to post that video of your cat; we all thought it was supah funny. But what is that doing to help your business and brand? People don’t know anything about you besides what you tell them and what they can find online. Why not use the internet to be strategic about your message.
So where do you start?
For this installment of Less Talk, More Type, I’m calling out my #bestie, Futura. This is often my go-to font, and one that was a big inspiration for my own brand. Futura is in the top three of the most widely used fonts. That’s an impressive standing when you think of how many fonts exist today. What might be more impressive is its lack of recognizability when used properly.
This is always a secret designer challenge: using a font because it can stand alone in it’s greatness, but incorporating it into a brand to make it fit well enough that it becomes less recognizable as a font, and instead, becomes associated with the brand. Case in point? Both Best Buy and Louis Vuitton use Futura in their logos.*Whoa*
Futura is a fast friend of mine because it’s easy to read, works well in print and on screen, plus it’s modern and classy. Unlike it’s slutty sans-serif cousin, Helvetica ( that font gets around… ), it’s not on over-used and cliche.
Futura was born when type designer, Paul Renner, wanted to create a typeface with the principles of the Bauhaus philosophy ( functional, modern and geometric emphasis ), and get rid of any unnecessary frills. His final design has the crisp, clean appearance that make up the hallmark attributes of Futura.
So what do you think? Do you see Futura in your future? ( I’m so sorry… )