“Enough with the typography already!” My complaint to Kit is that every other story he wants to post in @Issue has to do with type. So, I’m writing this somewhat under duress.
“Humor me,” Kit says.
But the truth is that perhaps more than any time in history, the average person on the street is acutely aware of the differences in typefaces. Thanks to the computer, we can pick the digital font that suits our mood and voice. As a culture, we have become type snobs, sneering at Comic Sans, forming snap opinions about people who make Arial their default font, arguing over whether Helvetica is deserving of its popularity, and ridiculing some faces as “so last century.”
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About 12 years ago, we posted a quiz, called “The Human Touch,” in @Issue, challenging readers to name the face in the trademark. We are updating it here because back then, there were too many to fit on a spread, so some favorites had to be left out. Also, in the ensuing decade, new brand “people” have emerged and some have been given much-needed facelifts. The reason why companies give their brand a face hasn’t changed, however. Faces are often more memorable than an abstract mark. The right face can humanize a product and give it personality. It can imply the endorsement of an expert. Or it can just make the brand seem more likeable and fun. See if you can connect the face with the brand. The answers are on the next page.
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