Yale Typeface
by Adrian Hanft, (1 comments)
Recently, Yale created a font exclusively for their University. It was designed by Matthew Carter who has served at Yale for twenty-five years. Carter has designed many high profile fonts including Georgia and Verdana. My initial reaction is that I like Yale better than other fonts Carter has designed (I have never been a fan of Georgia and Verdana for some reason). The Yale font is available only to faculty and students.
I read a sad sidenote that said that most students couldn't tell the difference between Times and Yale. Yes, these are students at Yale, believe it or not. I guess that is to be expected. Before I knew anything about graphic design, I remember being overwhelmed by the 50 fonts that come on the machine. Like everybody else I would play it safe and stick with the default Times. When I felt creative, I would stumble through the other fonts. I think that probably describes the average person's experience with fonts. So why can't they leave it to the professionals? I am working on an identity system for a pretty large company that has Times as the font in their logo. Suggestions to update to a font with a personality are rebuked because of a copyright or registration legal thing. I gave up on that battle and pushed for a more personal sans serif font for their body copy. "Wait a minute. Did you say we would have to pay for a font? There isn't one font out of the 50 free fonts that would work just as well?" It is utterly ridiculous to have to argue with people about the importance of a unique font selection. I have had a top member of a company hand me a sheet of paper with their company's name on it in 20 typefaces, then ask me, because I am a designer, which font would make the best logo!
I can't convince people to use a font that isn't free, and Matthew Carter is able to convince Yale to have a font built exclusively for their University. Congratulations to Yale for realizing the value of having a distinct identity system.
Comments (1)
Joseph Treacy said:
Hello, Adrian -
You mentioned,
“It is utterly ridiculous to have to argue with people about the importance of a unique font selection.”
It isn’t ridiculous, but it does need to be approached correctly in client presentations. With as much nuance as the rest of a design program is sold on its merits. It can’t be an afterthought or an alternative.
(I will grant you it can be tedious to have to have such a conversation. One would think that marketers realize their designers are working on their behalf, and would give designers an open checkbook to do everything in their power to ensure that their new marketing truly is unique. Alas, even today, and despite education, most marketing client personnel really do not do their own jobs very well, and yet, want to control art direction, too.)
In my 31 years in art direction and design, I’ve always felt my job was to deliver the truly unique for my clients.
The advent of operating systems with built-in fonts is both a blessing and a curse for marketers producing collateral or new campaigns.
Those who force reliance on the built-in system fonts that come with operating systems - by limiting the budget for new typeface purchases - do themselves the great disservice of using the exact same thing available to everyone else who just bought a computer with that operating system.
Millions of others.
So, how to stand out?
Yes, design can help. But not quite as much as if a typeface or family that is unexpected, rarely seen - but yet with a completely appropriate tone of voice - is chosen.
It’s a matter of degree. And a real barometer of how serious a marketer really is about their product standing out amongst all the ever-increasing clutter and life’s distractions.
Yale University is to be praised for having the courage through understanding of the true needs of marketing, to commission their corporate type family. Bravo!
Let’s hope more marketers get the message that their graphic designers, art directors, studios and agencies need more budget leverage for type.
Even if a private corporate type family is impossible to budget until next year, allowing several hundred dollars for fonts can make a world of difference to a marketing campaign.
(Joe)
Joseph D. Treacy President & Director of Typography Treacyfaces, Inc. treacyfaces.com
Posted on August 27, 2004