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BBC NEWS - To most people, typefaces are pretty insignificant. Yet to their devotees, they are the most important feature of text, giving subliminal messages that can either entice or revolt readers, says Tom de Castella.

In April, the Mail on Sunday reported that the Foreign and Commonwealth Office spent £80,000 changing its typeface to one that was almost identical.

Last month Gatwick Airport unveiled a new logo, replacing a rather austere style with a custom-made, handwritten script. A spokeswoman said the change was an attempt to emphasise the airport's "personal touch". And in the past week the BBC website has taken on a new look, replacing Verdana font with Arial (on PCs) and Neue Helvetica (on Macs).

But can different shaped letterforms really convey those values?

The typeface matters because of its power to create a sense of recognition and trust, she argues: "Everyone recognises the BBC just from three characters in Gill Sans. It's an icon. If you wrote BBC in a flowery font people wouldn't recognise it."

There are many hundreds, even thousands of fonts out there. When building websites, designing or refining brands, or creating new promotional material, picking suitable fonts should not just be an afterthought. Even the small details like the correct font needs careful consideration.

At Exanza we are aware of the fonts available. In connection with the work we are doing for our clients we are constantly sourcing the latest fonts and monitoring consumer trends all the time.
We love graphic design - let us help you with yours.
 

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