Why are Didone typefaces reserved for fashion; why is Helvetica considered neutral, and why do we believe what’s written in serif fonts more than sans-serif ones? This presentation will explore the factors that give a typeface its particular expression. Are you clever? Are you pretty? Are you funny?
Those characteristics can be used systematically to express certain things when developing corporate fonts. From the outer proportions to the smallest details, fine nuances determine the character of every actor in an alphabet.