So, you’re looking for a nice ‘summertime’ typeface…

 How do you choose when there are so many to choose from? One way I like to think of this scenario is in terms of a job that needs to be done. Which typeface should I ‘hire’ that will do the job right? The late Clayton Christensen did some groundbreaking work on this idea of ‘jobs to be done’ as a professor at Harvard University. Christensen says, ‘We hire products to do things for us.’ This also helps us understand why there are so many fonts out there. There are so many different jobs to be done when we’re communicating with the written word. An effective font selection is one where the characteristics of the font align with the purpose of the text and the message to be communicated.

Consider also this idea shared by designer Chris Do: The more you know about the purpose and the history of the typeface you’re using, the more likely you can make an informed decision about how to use it. This is akin to reading the resume of a typeface before hiring it for a task. It’s an extra step, but worth it if you can gain access to the information.

“An effective font selection is one where the characteristics of the font align with the purpose of the text and the message to be communicated”

So how does a font convey a real summertime vibe? Thinking how an audience relates to summer will help answer that question. Think of the five senses: What does summer feel like, look like, taste like, sound like, and smell like? See the example brainstorm below:

With this list of brainstormed items, selecting type that hints at, or compliments, any of these items is the way to go. Once again, going back to determining the job your text needs to do for you, decide how loudly you want your font to shout summertime. Determine if it needs to play nicely with other fonts; if it can hog the spotlight or need to pull back a little bit. The summer attributes for your type might be so subtle and yet supported by surrounding color and design elements. You don’t need to make them work on their own.

Here are some fonts sourced from myfonts.com that seem to fit the season:

Selecting a display font for your message is like choosing a main course. Pairing your font with something complimentary can be like adding a special sauce or seasoning. Contrast and visual tension between a primary and supporting fonts is important.

Adobe Experience Designer and typography expert, Jake Giltsoff, says that good design is going to have an anchor font; one that conveys the right emotion for the design. An anchor font will do the heavy lifting in grabbing attention and communicating important information out of the gate. Avoid pairing fonts where each command a spotlight. This can distract from your intended design and message. Fontsinuse.com is a helpful resource to see how other designers are combining fonts to effectively communicate their message.

For me a great summer pairing is hot summer temperatures and cold popsicles. They go well together, but they couldn’t be more opposite. Combined, they evoke a specific kind of feeling and memory. A good font pair will do the same almost unconsciously. Here’s to having the type of summer to write about!

There is nothing like a national basketball tournament to usher in some spring weather. I’ve been at Targa for less than a year so I had yet to witness any March Madness bracketology with the team. Turns out a number of folks here weren’t familiar with the NCAA basketball tournament, much less a tournament bracket. There is no time like the present to learn. Given the college basketball interest here, it’s safe to say we didn’t watch many of the games; however, this was the perfect opportunity to familiarize the group with the 64 teams in this year’s contest. Rather than guess a winner based on their season ranking, we selected a champion based on the best school logo from a design standpoint.

We used a round bracket to display our results since this allowed us to better see strength trends at-a-glance in winning design. Obviously the winners in this contest would be selected in a very subjective manner, but we did encourage the team to consider the following metrics:

• Logo timelessness
• Logo toughness
• Use of color
• Logo creativity
• Effective logo design

Our collective familiarity with Gonzaga or TCU’s Horned Frogs is very low, but our experience with design puts us in a unique position to judge these school logos. We made brackets to determine this year’s best logo designs in the tournament. As we reviewed everyone’s final four, there were a pair of most frequently included logos (though not always selected as the overall winner).

Jason’s Take

What are the chances that my wife Heather and I would end up with the exact same Final 4 logo picks! I confess, filling in this bracket was no easier than an actual March Madness bracket. I’m sure I was my own worst enemy, deliberating all the nuances that get baked into a single team logo. Somehow I felt like I guessed a winning bracket when I matched my final for up to Heather’s. It might seem like destiny, but we’re both quite unique from each other in design styles and creative backgrounds. Let’s just say our match-up was a very fun surprise!