A type font does not a brand make

Over-used type fontsQuite often I see a local retailer or service provider adopt a type face that’s fairly unique as their logo. There’s quite an array of these semi-obscure faces available through sign companies and printers.

They sometimes masquerade under alias names, but these insidious fonts have proliferated until they are no longer unique. Incidentally, the reason for the same font being named differently from different suppliers is that type face designs cannot be copyrighted or patented, but font names can be copyrighted.

But these faces, when presented to the untrained eye as samples in the printer’s list, do appear unique.

And the neophyte type selector certainly doesn’t want to use something as common as Helvetica or Times Roman even though a creative logo designer can do wonders with common faces. Just look at the FedEx logo.

So to the left you’ll see an array of faces often selected to brand a company but have lost their uniqueness through over-use. The names are from the CorelDraw font libary, they may differ in your collection.

My advice is stay away from them. They label you as a neophyte brander.

Martin Jelsema

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