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.
Exceptional design boils down to beauty and simplicity. For one to design, he/she must be a visionary. He/she must create a solution that can harmonise humanity and ultimately connect/unite culture. There is a melody behind design, and it’s called change.
Change is an obsession to modern designers, change is potent and curiosity triggers action that influences this change. Often, one thinks design to be about furniture, cars, but technology has been at the forefront of this movement. The remedy to great design is creating a product that is a magnet to the heart. A remarkable product must fuel modern day culture and play its part. Apple inc. have done that – having recently announced the sale of over 1,000,000,000 iPhones (you saw that alright … a Billion).
In relation to branding, firstly I would like to highlight that taste is critical to design and without taste you will not set or create trends. To have a design driven mindset that is in sync with the trend-conscious will do you wonders. Secondly, creativity in the aspect of differentiation is the rhythm to a branding orchestra. Thirdly, I love typography and for the last year have continuously studied different fonts, how they pair/marry each other, and those Vogue type fonts that have changed the fashion World. With regards to logo’s, when I have a client, not only do I brief graphic designers to do a cool logo but force myself to go on photoshop and create a typography font logo which is in sync with their brand.
To conclude – Design at best, is simple and beautiful, or … simply beautiful. For that reason I applaud Apple Chief designer Jony Ive for inspiring me, thank you.
A few months ago, I was reunited with an old friend, “just come over and see what I am doing, maybe you will learn a few things or two,” he said. He was also the catalyst in making my decision to start a masters.
Flashback to 2011 and he had just stepped foot into the country, my parents invited him over for dinner at our London flat. He asked me why I am not considering doing a masters since I had yet to find a marketing job with only a Bachelors. So I decided to start!
Fast forward to 2015 and his persistence did not stop, in what is probably the most difficult market – Switzerland, He had settled well and started his own construction, scaffolding, and consulting company Lika. After a short trip to the UK, I told him that it would be an honour if I were to create a slogan that not only reflected his company but also himself, and so the slogan … QUALI+Y was born.