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November 10, 2014

Typography | Part Two

Type is magical. It not only communicates a word’s information, but it conveys a subliminal message.

Thousands of fonts have been created by renowned typographers, designers, and type foundries over centuries, and new typefaces are being created each day. Some identity firms routinely design a proprietary font for a client. Choosing the right font requires a basic knowledge of the breadth of options and a core understanding of how effective typography functions. Issues of functionality differ dramatically on a form, a pharmaceutical package, an ad in a magazine, and a website. The typeface needs to be flexible and easy to use, and must provide a wide range of expression. Clarity and legibility are the drivers.