How fonts can help tell a story

Andy Dewhurst
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When you’re designing your custom vinyl lettering, one of the first decisions you need to make is which font to use. Believe it or not, this can have a subtle yet powerful effect on the impression you project with your window signage, vehicle wraps, or wall decorations.

Movie studios have long exploited this phenomenon. Some classic examples include the title lettering for The Godfather, Back to the Future, and Star Wars, to name but a few. To give a more recent example, look at Netflix’s surprise hit of summer 2016, Stranger Things. The title is displayed in a retro typeface, reflecting the 1980s setting for the series, with an unevenly glowing blood-red outline, hinting at the horror element. As the series became popular, the font style became irrevocably linked with it as people replicated it in internet memes.

Companies have also been picking up on this and especially the need to be consistent with lettering choices in different media. For example, Southwest Airlines in America came to the conclusion that their lettering and colour choices differed too much from platform to platform. It started by ditching its old logo that used all-caps Helvetica and replaced it with one using lowercase letters (a thicker custom font in this case). To show the company had a “heart”, they also added a tricolour one to the logo. When surveyed, 95% of Southwest customers said they found the new look appealing.

With this in mind, why not experiment with our easy lettering designer to find the right look for your brand?

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