Font

This project was time consuming. Surprisingly I didn't hate this assignment as much as I thought until I got to W. W was rough. The tutorial provided by fontstruct is very helpful, but I struggled with defining the voice of the font. I cloned a font I liked and used it as a template. My font looks very different from the one I cloned, but it got me started. In class you discussed scanning our own hand in, but fontstruct didn't allow for it. Instead I tried to develop a font which could be handwriting. I purposefully left negative space in each letter to add noise to the script. When trying to make something inconsistent it's challenging, because your brain wants to organize and balance. I tried to find an equilibrium between spontaneous and ordered design. 

A font can define a brand. Gatorade, Nike, Mac, and others can be easily identified by it's typography without needing to see the entire ad (if any) or brand name. Lettering is  a powerful tool when used properly (like all things). The best marketing is clever and the style of font has the capability to exaggerate or simplify content.