TYPOGRAPHY

Art also exists in typography and searching for fonts that pair well together is a quest, but once found it is a magnet to the eye. The infusion of serifs with sans serifs is crucial, however not all are destined to blossom. It takes experimentation along with taste to establish a connection, and the result – a contribution to art.

I was first introduced to the big brands of today whilst working in Harrods. From Prada to Gucci, each one had their own unique typography. It was apparent that fonts are instrumental to their success, sending its own message of elegance. I wanted to know how they created these ripples of creativity?

After a year of studying fonts through books, blogs, & articles I began to experiment. The result being 7ofParis.com – positioned in two words “Renaissance Couture” with the aim of selling affordable luxury. However, the challenge I found was using fonts for clients. A perfect example being a construction company. It would not have made sense if its slogan was in fashion typography, so we chose the rather simplistic Helvetica.

To conclude, each font must be in sync with the direction of the business as it is critical in creating your brand image. It can engineer your brand to victory, but only if you know your stuff! That is why, I respect graphic designers. They are truly modern day artists.

SIMPLICITY

Are you like me? When I first visited Paris I was amazed at the subtle yet rich brands such as Louis VuittonCartierChanelYves Saint LaurentBalenciaga … the list goes on. Some, I cannot even spell but I know how to pronounce them. I found something however that took me a while to realise, the key to their branding is simplicity. Yes, Simplicity!  

My first ever book that I read was How to Think like Leonardo Da Vinci and the very human who was part of the Renaissance period said, “Simplicity is the Ultimate Sophistication.” It was evident this is true when I read another book by Ken Segall (the right hand man for all matters Marketing to the legendary Steve Jobs). He stated that Apple were all about simplicity, I found this outstanding, but when one thinks in clarity … the iPhone has only one button at the front (everything is done via the touchscreen) I am not counting the volume, on/off button because that is standard in all phones. Even my two year old cousin used to play angry birds when the iPhone 4 was in its heyday.

So, be it Creativity, Design, or Branding everything should be simple. But by simple I mean the one that touches the 5 senses, be slick, attractive, and worthy of a purchase. Yes, that is the secret everyone however it is the most complex thing to accomplish.

Long Live Simplicity!