The instinct to go uncial for this project deserves a slap on the wrist. Sure, satyrs are thought of as mystical, ancient creatures of the mist, but is it appropriate to use an uncial on a product so chic? Don’t uncials only get used for dirty Irish pubs and fantasy movies? Should the name itself do the contextual work for painting the brand? What if I find an uncial that is particularly fashionable or mature? Would I be changing the audience by painting the brand in an “old-fashioned” script like this?
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As this brand will hinge on the five letters that make up the logo, the clear direction I am moving in, then the first thing to do is decide on a face in which to set the name. I’ll alter the eventual font to give it the identity it needs, and then let the bottle and packaging do the rest of the work. Over-thinking, or over-working this design in any other way seems to be counter-intuitive to the luxury of the brand. So far, I have a decent start, with a direction that I feel is appropriate, but how far do I push it and with what typeface will it fly?
Those are the sketches and brainstorms I’m having with Satyr at the moment, but I want to also pause and begin to really evaluate my process, specifically when it comes to finding and choosing typographic elements for a project. I know many designers have different methods and tools they use, but I’d love to hear them all. I’d love to know if you have an idea for a font, because you have experience and have seen all kinds of faces, and then you go hunt for the one you have in your mind. Or you have no idea and start with simple questions (Serif or Sans Serif?) to help boil the process down? Maybe you do it differently for every project. But then, when considering your type, what tools do you use? Do you have a massive bookcase of type samples? Do you just hit up the the top five type foundries and sift through their samples?
So I have to be frank: I don’t have a refined method. I wish I could refine it more, and hopefully that’s what Monthly Brand can help me with as I press on through these fictitious personal assignments. I have many books, but honestly the web is where I go when I’m looking for typographic inspiration. The problem with that is that I know there is so much rubbish out there that I could end up being misled or even worse, dampening my refinement of taste, such as it is. I do have a reasonably trustworthy handful of sites that I know are supported by real professional typographers and designers that are my mainstays, but I wonder what the best approach truly is. To rely on your instincts first, or to rely on our masters first. I believe they should both be incorporated into the process of choosing type, but where is the line between our emotions and the craft of typography?
I will reference two sites now, one is I Love Typography, a well-designed and supported blog for typophiles who muse about such things as this, and specifically this article from a few years ago that I have referenced about choosing type. And finally I’ll post my a resource, My Fonts, where they host a bevy of type choices, from classic and tested, to home brewed and nascent. It’s a panoply of typefaces, and sometimes you just need to see everything in the world that’s out there, and be able to purchase it at a moment’s notice.