![]() ![]() One such example is DesignStudio's branding scheme for beauty brand Treatwell. Used sympathetically and appropriately, however, a more subtle stencilled approach can exude class and style, and give an extra layer of depth compared to a standard serif, for instance. In particular contexts – such as combined with faux-graffitied, 'dripping' paint letterforms – they're downright cliched. There's no two ways about it: stencil fonts can be tough to get right when it comes to branding. Playful stencilĭesignStudio's branding for Treatwell puts a contemporary, individual twist on stencilled type A particularly charming example is POSSIBLE's 2016 rebrand of Petfinder, which replaced a slightly jaunty, spindly serif with a smooth, rounded, upright script that's much warmer and more satisfying – although not as satisfying as the first time you spot the dog's face subtly hidden in the centre. This makes it all the more comment-worthy when a modern brand decides to go cursive. Many more recently designed script-style logos have fallen in the wake of the minimalist trend – Pinterest's distinctive scrawling ligatures were replaced by an identikit chunky sans-serif, for instance. ![]() These are all well-established classics, however. ![]() Many of the world's best cursive logos are made more friendly and approachable thanks to the scrawled look and feel of handwriting – such as Virgin, Kleenex or Kelloggs – while high-end brands such as Harrods or Paul Smith are 'signed' by their founders as a stamp of authenticity. Petfinder is a rare example of a brand moving to a cursive font for a rebrand. But crucially, the identity also bucks the overwhelmingly sans-serif route favoured by web and technology firms the world over, giving the not-for-profit a chance to 'own' that particular typographic look and feel. The fact that coding is often done in 'typewriter-style' fonts is a neat link that helped the final route be chosen, alongside the witty incorporation of the '://' protocol to replace the 'ill' of Mozilla. However, one of the most interesting recent applications of a slab serif in a branding scheme came out of Johnson Banks' extensive open-source creative process for Mozilla – which laid bare the agency's workings on several different potential solutions, and involved the online community in helping to develop them. When used in all-caps at display sizes, they can also evoke the spirit of posters from the American Old West. Unlike the natural elegance of many traditional serifs, slab serifs tend to have a much blockier, more workmanlike feel that is more reminiscent of clattering typewriters than ornate inscriptions. Johnson Banks bucked the sans-serif trend for its Mozilla rebrand, opting for a typewriter-like slab-serif instead ![]()
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