Exercise: Typographic Voice

FUTURE

The word I chose was “future” and below are the 5 typefaces I felt expressed it best.

  1. Orator Std (Slanted)

Out of the 5 typefaces, I felt that this one expressed “future” the best. I think the straight lines and sharp angles give it a very futuristic feel, almost like The Matrix. I also think the slant (which automatically happened when I selected Orator Std) gives the impression that the text is moving forward or into the future. There’s something about the simplicity that makes it seem a bit mysterious and futuristic — I think some of the mystery of the future lies in how we’ll continue to simplify our lives.

2. Desdemona

I found this one to be an interesting mix of the past and future. The curvature, serifs, and elongated stems of the letters give off an Egyptian/hieroglyphic feeling from the past, but I also think the presence of so many straight vertical lines gives off a futuristic feeling. To me, it feels like a futuristic spin on a typeface from the past. The curves in the “u” and “r” also make me think of outer space, so I can imagine seeing this font on some type of space craft or being used in an “alien” society.

3. Bauhaus 93

I thought this typeface expressed “future” because it’s fairly unconventional. I thought it was a good combination of the familiar with something new. The letters are still legible, unlike some of the other really unconventional typefaces, but the thickness and low contrast of the letters is uncommon in popular typefaces today. I thought this paralleled how the future still involves familiar people, places, and things, but is shaped by the new ideas that come along as time goes on.

4. OCR A Std

I felt that this typeface expressed the way that society has become really computer/technology focused and how I imagine this will increase exponentially in the future. It resembles typefaces found on old computers or in computer programming (sometimes even today) and I think it expresses a very robotic, digitalized future. The angular curvature, straight lines, and rounded edges of the letters give off a very pixelated and digital feeling.

5. Shree Devanagari 714

I liked how this typeface expressed the simple, minimalistic direction that I think society could go towards in the future. It seems that we strive for more and more efficiency, and often times more and more simplicity, as time goes on. I think this typeface conveys that with its thinness and elongated straight lines (in the stems, in the vertical portions of the “u” and in the “e”). This thinness of the typeface really makes the whitespace stand out and gives a very minimalistic, efficient feeling — it’s still communicating the letters, but with minimal pigment.