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Typography

When designing the top of the page, making beautiful posters or creating impressive animations, the font you choose for the project might be the first step for every designer and creator.
Besides graphics, fonts also serve as one of the visual marketing tools to leverage when compiling the story. Indeed, the style of the font connects the emotion of visualizing ideas and words.
Selecting a font that both express your sense of style while remaining as readable as possible is critical from a typography perspective.

Hi everyone, this is Rita from the Creative department at FiNC.

When I started to play around Japanese characters for my design works, I found it might be a little bit awkward and difficult choosing the suitable font for my design works. That is because Japanese is not my native language, I couldn’t find a good balance among Kanji, Katakana, and Hiragana for my design works compared to Japanese. On the other hand, if you put yourself in my shoes, you probably may face the same situation while choosing the font that you are not familiar with in some cases. Therefore, this time I would like to share some common used English fonts that people often use to the people who want to choose the suitable English characters for their design but don’t know which to choose from in the first place.

OK, before getting to the point directly, let’s roughly understand a little bit of history of the changes of English typography, then you will probably know the reason how these fonts feel and can quickly apply them to your design works.

Then, let’s start: How did the font come from anyway?

From the Gutenberg printing revolution in the 15th century to the 20th century, the typography foundation has laid during these five hundred years actually. In the early 15th century, the font Blackletter was created by Gutenberg, not only making the printing technology more efficient but also boosting the Renaissance afterward. We can see this style in some retro designs nowadays.


However, imagine an article with full of Blackletter fonts, making it too dense, regular and difficult to read. The humanist style font Roman Type created afterward during the Renaissance. As you can see it is much more readable compared with the Blackletter. We can see this style in some historical books, the Bible, etc.

Even Roman Type is humanistic and readable, the Industrial Revolution begins in the 18th century, starting the trend of rationality. The main style of font back to be a little bit of functional communication – Modern Type created. The difference in the thickness of the font is getting smaller and more aligned.

You probably can find a common point of those fonts above during the art and scientific revolution. Those fonts are with serif. Therefore, Serif fonts tend to be thought of classic, romantic and traditional. Some of the most commonly used fonts nowadays include Times New Roman, Georgia, Baskerville and Courier New.

However, around the 20th century, it suddenly became popular with Sans-Serif. Sans means no in French. No tail decoration, no difference in thickness. The pop style became the trend during that period. Futura, Gill Sans, and Helvetica created one after another. Therefore, Sans-serif fonts tend to be thought of contemporary and progressive. This is probably one of the reasons why some traditional brand starts to change its logo – to be innovative to the future. Some of the most commonly used fonts are Futura, Gill Sans, Arial, Helvetica and Verdana.

This is the changing history of the typography roughly. I hope this background could help you to choose the suitable English fonts while applying to your design works.

Nowadays, FiNC also revealed the new logo design, using the font based on Gotham typefaces – one of the most popular Sans-Serif currently. This style was seen frequently in buildings and billboards in the streets of New York, giving a feeling of pleasure and excitement. By simplifying the appearance, making the font clean, essential, and easily readable. Furthermore, FiNC is a fast-growing company, lettering with a geometric structure would giving a sense of new, fresh, stylish and futuristic. To sum up, in order to covey the right message and build an impressive brand image to different audiences, the font is one of the elements which greatly affects the user’s perception of the company. We hope our new logo could give users a brand new perception of associations within the minds of enjoying a healthy lifestyle with FiNC.


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