22
Jan
10

Typography is Porn

We’re always proud to call ourselves geeks at Vivid. We love what we do, we spend far too much time doing it at the expense of the usual eating/sleeping/normal social relationships things. And we get unreasonably excited by our particular specialisms.

The creative team, flushed from their success designing our new website, were meeting this afternoon at the development stage of a new project. The name of one particular font (more particularly, its name and whether it had a particular weight) eluded us. Out comes the trusty Font Book.

Which falls open at a particular page – our favourite font for a while last year. And then two pages fell out (fonts for an arts project). A horrified developer goes “It’s true – type is porn!”. The well thumbed pages, the book falling open at the sexiest bit, the fact that it’s impossible to leaf through the book without getting diverted for a while – the similarities are certainly there.

But it’s not quite that simple. Like so many of our areas of work, it’s simply that type is an obsession of our creatives. Typography matters to our design – the essential idea behind good typography, that the type should never intervene between the idea and the reader, and be so beautiful that it facilitates and enhances communication rather than obstructs it, resonates with our ideals of coherence and congruence. Signature Vivid type design is not about flashes and bangs – it’s about simple, elegant clarity. Anyone can do flash and bang. Clarity requires obsessive attention to the use and meaning of the type and of the word, of the design and the message.

And that requires a comprehensive knowledge of type itself, which is where the Font Book comes in. That, at least, is our excuse, and we’re sticking to it.

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We can be discreet or highly vocal, stylish but cost-effective. Always fresh and successful, we offer vibrant marcoms solutions.

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