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Title: Think Retro: Apple's fonts have always been as classy as its products Post by: HCK on February 10, 2015, 09:00:17 pm Think Retro: Apple's fonts have always been as classy as its products
<article> <section class="page"> <p> Even for those of us who aren’t designers or typographers, a company’s corporate font seems to seep deep into our consciousness. I mean, yeah, that’s what it’s meant to do, so it shouldn’t come as a surprise, but the extent to which we’ve internalized the slight and esoteric differences in the shapes of letters and assigned them to individual companies can sometimes be surprising.</p><p> Let’s try an experiment, using Apple’s old corporate font, a specialized cut of a condensed weight of the famous Garamond typeface.</p><figure class="large "> <img src="http://images.techhive.com/images/article/2015/02/apple-corporate-fonts-01-100567482-large.png" height="399" width="580" alt="apple corporate fonts 01"/> </figure> <p> Yeah, those ain’t working; they just look like words written out rather than logos. Even in the case of Google, whose corporate font—with that distinctive double-story lowercase G—is the closest to Apple’s, your brain knows there’s something wrong. But set a few of the product names from the era of Apple Garamond using it, and ahhhh, that just feels right.</p><p class="jumpTag"><a href="/article/2882193/think-retro-apples-fonts-have-always-been-as-classy-as-its-products.html#jump">To read this article in full or to leave a comment, please click here[/url]</p></section></article> Source: Think Retro: Apple's fonts have always been as classy as its products (http://www.macworld.com/article/2882193/think-retro-apples-fonts-have-always-been-as-classy-as-its-products.html#tk.rss_all) |