As a creative director, much of my job is about finding the right design tools to work for brands. That includes typefaces. Typefaces need to match personalities with the brand, accommodate the possible range of content and range of characters that the company will need to use in their communications, and be fresh enough to attract their audiences.
Ed Benguiat had once said, “I do not think of type as something that should be readable. It should be beautiful.” And in 2013, type choices were gorgeous. It was a scriptaculous year with the interest in script type, hand lettering and calligraphy was at an all time high. Perhaps it was a bit of penmanship nostalgia due to our increasingly digital lifestyles or the fact that cursive handwriting is starting to disappear from public classrooms. Whatever it might be, we're glad that people love it.
When asked about their favorite type pairing, Shannon admits "anything paired with Gotham is a great start," and Jay mentions he likes "Akzidenz-Grotesk blended with the delicious scotch-style serif Chronicle." Apparently, there is a couple different design sensibilities working beautifully together here. Parallel-Play, the husband and wife design team of Jay Doronio and Shannon Losorelli-Doronio that focuses on social conscious design.
“Trade Gothic. At least that’s what comes to mind, not overthinking it… because of its nice clean feel and it doesn’t feel cold.” —Karin Fong, Creative Director at Imaginary Forces