When tasked with creating a new headline font for the upcoming DeMarini campaign, we hung up the cursor and picked up the brush. Whenever there is an opportunity to step out from behind the screen and get your hands dirty in this profession, you take it.

In this situation I could have taken the easy way out. Go online and find an edgy, hand done typeface and call it a day. The pet peeve I have with most brush fonts is the lack of believable variation. Maybe it’s just my aesthetic hyper vigilance, but when someone uses a font to convey a DIY vibe, the lack of attention to detail stops me in my tracks. I encounter this often in our world and my belly aching often falls on deaf ears amongst my not designer brethren. (attached is an example)

Here is a font downloaded from the internet.

POOP_TYPE

Notice the consistent imperfections. In shorter headlines, with non repeating characters you can get away with it, but in longer headlines or words with repeating vowels or consonants, the lack of variation is exposed. I know ignorance can be bliss in some instances, so I hope me pointing this out doesn’t cause you to see the world of signage, advertising and commercial design through a jaded lens.

Taking all this into consideration when creating “DM Swash,” we built in an expansive variation of letterforms to help us tell a believable custom and “hand crafted” story. So whether the viewer has a keen design eye or not, the edgy attitude and richness of the work isn’t being undersold or outshined by under executed detail.

DM_2015_VOODOO_Ad

Viva la Typography!

-Written by: Ian Johnson