I’ve been thinking recently, as one does, about the abstraction levels of typographic classification. There are things which we can all reasonably agree on when it comes to fonts—serif/sans serif, bold/light, wide/condensed etc. There are things which are moderately contextual, perhaps based on some cultural cues—maybe like my last post on Fonts for Tennis. And finally there are things which are really subjective—like ‘which fonts should I use to design for my plant store?’
I’ve come to the conclusion—so far—that the more subjective you go when looking for fonts the more the typography plays into the decision making. It is near impossible to say ‘this is the perfect plant store font’, whereas it is possible to show some recommendations in context of how they might be used to achieve a certain look for your store.
These are still not fully formed thoughts, but I’m enjoying exploring the notion and wanted to put it to the test. Let me know what you think of the results or if you have a different way of thinking about it!
Novel Display from Atlas Font Foundry is the display style of Novel Sans (part of the Novel superfamily which has a looot of fonts!) I had some fun trying to match the weight of the tail on the larger ampersand with the rest of the text and was drawn to this particular sans serif with its touch of organic curves.
Decoy from ps Type packs a punch of personality. It brings the soft joy from the likes of Cooper with a more modern twist and is perfect for the recent trend of reimagining vintage/retro advertising styles. Again here I’m leaning on the notions of using type with more curves and organic lines, over square sharp serifs, to sit with the subject matter.
Goldenbook & Filmotype Lucky
Goldenbook from Mark Simonson Studio and Filmotype Lucky were paired here as an homage to hand painted signs. The script obviously emultates brush lettering and I’ve applied the drop shadow treatment to Goldenbook to sit alongside. I’ve discovered I have a thing for uppercase ‘R’s and this one really influenced my choice here—just look at that beautiful tail.
Span from Jamie Clarke Type features yet again here on MTW. Maybe it’s boring to keep featuring the same typefaces but I wanted to highlight some of the swash characters here as they give such a great vibe for a fancy European flower studio.
Argent CF from Connary Fagen has a fun mix of the ink-traps and high x-height which has the versitility to make it work both for headlines or body text and is great for branding as it works well at all sizes.
Droog & Pesto Fresco
Manofa from The Northen Block and other similarly styled ‘chiseled’ fonts have risen to prominence on numerous book covers of late, but I wanted to play with it in a branding context. I think it would work pretty well for an upscale plant store!
PF SignSkript & Fenwick
PF SignSkript from Parachute Typefoundry brings again a hand painted feel, this time though with the connected script lowercase. I’ve paired it with the outline version of Fenwick from Typodermic which reminds me of the old lettering on the front of storefronts in London and Paris.
Thanks for reading, let me know which other branding topics I should do next!