FONTS & LOGOS DOYALD YOUNG PDF

We have seen a number of designers and artists make their careers out of designing type or custom lettering, and it has become common to list typography among our skills and disciplines. Unfortunately, as with any popularity surge, there have come with it a lot of misunderstandings of some of the terms and concepts that we use. Before you throw your pens and brushes at me in protest, please let me explain! Even though lettering and typography share many of the same concepts, and a good eye and understanding of one will enable you in the other as well, they are completely different disciplines. Typography is essentially the study of how letterforms interact on a surface, directly relating to how the type will be set when it eventually goes to press. It is related to typesetting and can include type design.

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Call Joe! Want a middle-of-the-road unifier? Want a candidate whose branding plays it safe and takes no chances? His down-to-earth style is what made him so popular in the Obama era though his critics are quick to point out that this is no longer the Obama era. Via joebiden. No muted colors, though. Bold reds and whites complimented by both light and dark blues show strength and fearlessness. The typography, too, goes straight down the middle with sturdy and straight fonts that are softened without the serifs.

The voice of his campaign brand is optimistic and inspirational, a page out of his old Obama campaign book. Biden discusses the current troubles in the U. To do that, his branding style attempts to appeal to everyone, while taking bold stands when he can to avoid appearing pandering.

But when you read the fine print of his policies you see just how different he is. His branding actually plays it a lot safer than he does. Via berniesanders. He has a natural knack for getting his message heard and inspiring supporters by the millions. To compensate, Bernie relies on alternative methods of reaching supporters.

His social media accounts, which have the most followers by far out of all the Democratic nominees, target younger voters with humor, video clips and celebrity endorsements. True to his slogan, the Sanders campaign goes out of its way to show transparency and bring his fans into the behind-the-scenes happenings, strengthening the grassroots support he relies on.

According to color theory , her primary brand color of dark blue epitomizes professionalism and security. This color choice works well alongside her assertive, single-name wordmark logo, straight out of Citizen Kane.

Via elizabethwarren. Via peteforamerica. Likewise, his website reflects current design trends with cutting-edge and innovative features like a policy page that links to interview clips and a design toolkit where supporters can use templates to make their own campaign materials.

For one thing, he thankfully defects from the red-white-and-blue color scheme for a golden yellow. The typographic style is very similar, although Bloomberg seems more aware of modern trends with his all lower-case first-name in the logo. Via mikebloomberg. As expected from a New York businessperson turned mayor, Bloomberg has a keen eye for graphic design with a Madison Avenue-style logo and website. His campaign deviates when it comes to content, though. His brand voice paints him as an expert and born leader offering aid to a struggling America.

By appealing to moderates and progressives alike, she promises to be as tough on Trump as she is on her campaign staff!

Toughness is part of her brand identity, and she leans into it without apologies. Like many other candidates, she aims to unite both sides of the political spectrum, and perhaps that explains the mixed bag of her design styles. Via amyklobuchar. She draws hard lines on her points and touts pragmatism over idealism, feeding her image as both tough and the most electable. Her branding, like her platform, compromises when it can but holds the line when it must.

Just look at how her logo and color scheme take some risks, but her website and social media content are strictly by the book. His branding challenges are certainly not enviable. If you already know his central pillar policy, then his branding has done its job. In fact, the entire campaign is as much about this one policy as it is the man behind it.

Yang spends a lot of time explaining how freedom dividends work, or falling back on his other central talking point, the dangers of automation. Via yang Not a politician. Via tomsteyer. His branding has a lot on its shoulders. Not only does it have to reflect his political position and appeal to his target segments like all politicians , it also has to grab him extra attention to bring him to the same level of recognition as his peers.

The real battle begins when the Democrats put their candidate up against the incumbent Republican president, Donald Trump. Interestingly, Trump follows some of the same presidential candidate branding styles as the other boomer candidates Biden and Sanders.

All three use the same patriotic color scheme with bold, blocky typography sans serif, sans originality. However, his brand voice has a mind of its own, sometimes even contradicting what the candidate says himself. Visually, the Trump campaign has an eye for grandeur. His pictures often use powerful imagery for backgrounds: helicopters, airplanes and his favorite, large crowds. More low-key images show strength more subtly with pictures of him talking to decorated military generals or foreign officials.

The most prevalent visual theme is patriotism with the American flag making frequent appearances. Via donaldjtrump. For his supporters, a blunt and simplistic approach is just what they want, despite inconsistencies and unoriginality. Election May the best brand win! Want to learn the secrets of great branding? Read our ultimate guide to branding.

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Fonts & Logos

Typefaces are divided up into classifications based on the era or characteristics of their design, which helps narrow down your options when choosing a font for your projects. Being able to identify a typeface style can help you make educated design decisions and choose the best font for your work depending on its use. The first fonts In the middles ages books were hand lettered in the Gothic style that had been developed by scribes, until the invention of the movable type press by Johannes Gutenberg. The first typeface carved by Gutenberg was based on the hand writing style of the time and was used to print the first books in Europe, including the Bible. Fonts such as Gutenberg and Fraktur are popular modern interpretations of the first print typefaces. Humanist aka Venetian — s In Italy the German blackletter style was soon replaced with typefaces inspired by Roman inscriptions.

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