Typography is everywhere, and, without realizing it, it dictates to us the mood and essence of whatever we’re looking at. Much studied and loved by many graphic designers, typography is more than just the words on the page, it can tell a story. Different fonts are like the different characters, making us read differently, with different tempos, different voices, and different moods.

In this campaign from Think! Road Safety from the UK, typography is used to create two different characters and thus a whole back story. The first font looks like one that would be used in a “See Jane Run” book, while the written font looks like the hand of a child drawing with paints. The juxtaposition of the two with the severity of the message creates a compelling argument to be aware of your actions to set a good example for your children. In this example especially, we are confronted with how different fonts have a voice all their own. As you read, switching from one font to the other is like reading a text book to hearing the sound of a child’s voice. When choosing the right font for your branding or advertising, be sure to think of the voice that you want to be heard and how you can play with that to create a strong brand essence.

Cheers,
The Ruby Porter Team