A Junior Perspective on Type

As part of Gen Y and as un-jaded young designer in advertising, I’m obsessed with noticing every little detail in the web and print advertising world. Here are a few trends in typography I’ve seen (and love) that are becoming more and more popular this half of 2011.

1. Typeface pairing.

This trend is huge in web design right now. With websites like http://www.fontsquirrel.com, type pairing makes it easy for a designer to take any font for an html ride. I personally believe a designer will either do or die when pairing that oblique serif with that black san-serif. This fine line has been won and lost, but the people that are winning are following a few rules.

2. Flourish. Retro-type, boxed up and packaged up for your viewing pleasure.

Logo designs everywhere are taking a step back. Designers are turning their logos into clean, cheeky designs. Logos that were once exaggerated and embellished are now boxed up into cute little packages with simple, clean type, a little texture and maybe an illustrated flourish or two. Typographers then add a bit of texture to take the type to a retro state while maintaining a modern feel. With these simplified layouts, designers transform their type into an understandable package. The type has become the recognizable logo not an embellished illustration. And these logos are becoming the main focal point in layouts, a big bold typographic explosion.

3. Grids. Freakishly perfect grids.

Typographers have been following the rules so precisely that any alumni would be proud. Legibility, scalability and uncluttered layouts are on the rise! Whether in web or print, white space is utilized to its fullest. The minimalist designer is catching the attention of their viewers with large san serif’s and colorful layouts.2

The days of Tahoma, Arial, Verdana and web safe fonts are coming to an end. Eye-resting white space is causing relaxation in a clustered information world. Web users are experiencing easy to understand layouts, rather than anxiety and information ridden sites. Finally, as a bonus, texture and type are taking their relationship to the next level.

– Hannah Coughlin, Junior Web Designer at WDFA Marketing

(1) “Ask H&FJ: Four Ways to Mix Fonts.” Hoefler & Frere-Jones. Web. 14 June 2011. <http://www.typography.com/email/2010_03/index_tw.htm&gt;.

(2) 26th, Lee|January. “5 Top Web Design Trends: 2011 Annual Edition | Free Portfolio Templates.” Jonny Yorke, 26 Jan. 2011. Web. 14 June 2011. <http://www.jonnyyorke.com/?p=2065&gt;.

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