Helvetica, the über-ubiquitous sans-serif font, is celebrating its 50th birthday. Here’s a BBC story about why this font has endured despite designers’ love/hate relationship with it.

Now, why should a copywriter care about a type font? Well, type is where the tone of the copy meets the tone of the design. Copy in Garamond Light Condensed (to pick on a popular mid-80s typeface) will feel different from the same copy in Bookman, or Palatino, or Franklin Gothic Book. Or Helvetica.

Typography can enhance the copy or detract from it or even comment on it. That’s why I like to work closely with designers – so copy can be tweaked to fit design and vice versa, depending on what’s needed to best communicate the emotional element of the marketing message.

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This entry was posted on Thursday, May 10th, 2007 at 2:17 pm and is filed under Advertising, Design, Design Careers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.