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Just because you don't think to yourself "oh, the A is bent and the B has a belly" doesn't mean you don't percieve it. The goal isn't to make you appreciate th
by notatoad 7y ago
Just because you don't think to yourself "oh, the A is bent and the B has a belly" doesn't mean you don't percieve it. The goal isn't to make you appreciate the typography, it's to make you think about the company in a certain way.
I didn't notice the A being bent outward until it was pointed out either, but i did notice a sense of informality and friendliness in the mark, and that comes from details like the A being bent.
- CharlesColeman 7y ago> I didn't notice the A being bent outward until it was pointed out either, but i did notice a sense of informality and friendliness in the mark, and that comes from details like the A being bent. I don't doubt that a typeface as a whole can convey an emotion (through pre-existing associations with the font), but I'm highly skeptical that the tiny tweaks in a novel context on display here can actually do that. For the record, I didn't pick up on any feelings of "informality or friendliness" when I saw their new logo, and I still don't. But maybe this stuff is a private design language the graphic designers and typography fans share between themselves (e.g. bent lines == friendly), which they've convinced themselves is generally understood when it's not.
- 1123581321 7y agoIt’s a nudge that people will react differently to. Someone who is close to making a decision about a company may because of slight changes in the communication they’ve received. Design elements are part of that communication.