…in today’s digital landscape – more than ever—people are aware of typography, design and how the world looks around them. Gary Hustwit records this in Helvetica, a documentary about how fonts affect our everyday lives. Most notably, Helvetica ushers in the larger conversation about global visual culture, detailing how and why people are progressively more mindful about the visual impact of design.
“The world is full of beautiful fonts—choosing the right one for your next project can be a daunting task.”
When working with a digital marketing agency, it is important to be prepared to discuss fonts during the creative process. And you may hear terms like sans, serif, script, and upper and lower case – but this isn’t a bunch of mumbo jumbo, it’s science!
With over 30 years of experience, starting with metal type – young designers should google it – it has been a revelation how typography has gone full circle and is really coming back to the fore with the digital age.
No longer do we have to use the handful of fonts once only available for websites, now there are vast numbers which can be implemented to give character and individualism for your web identity allowing it to compliment the non-digital areas of marketing/advertising.
Now web developers are giving us the opportunity to choose our sizes, letterspacing and leading giving more scope to those who understand the importance of how our words look as well as read.
So why do we call them ‘upper’ and ‘lower’ case letters?
Traditionally, the capital letters were stored in a separate drawer or case that was located above the one that held the other letters; this is why capital letters are called “upper case” characters while the non-capitals are “lower case”.
Remembering the original use for those trays many now use to display nick-nacks.
