Conceptstore has created its very own first full font and we’re giving it away for free. It’s a sans font and I’ve named it Tectro. I designed it with the intention of being a modern, warm but slightly techy character and I hope it shows through. It’s quite a nice font and a designer will probably make more use of it then anyone else but nether the less please feel free to download and use it whoever you are.

Tectro.ttf

Below is a line up of people and I’m pretty sure that everyone will make their first impression of each person based on their looks. How does that particular person’s image make you feel and what does it conjure in your head. Every opinion will be different but the overall impressions will generically be the same.

Below is another line up of the same people, this time with different clothing. Looking at the same people again in a different light should produce at least a slightly different message, an alternative from the one made above.

What has this got to do with deciphering fonts?

Like people fonts have certain visual characteristics which can be used to judge them but a font is not as bold as a person, or is it? Maybe they are but you just don’t know what you’re looking at.
Below are several general font characteristics which will help you to decipher the underlying message the next time you see a font.

Serifs – Serifs are the little bits which hang off of the end of a letter. They add clarity and style to a font although they’re considered a more traditional element used through the ages of writing to provide a professional sense of prestige. They can be sharp, curved, blocky or take on any shape as long as there are present.

Sans-serif - A font without serifs. Its like striping away all the décor left with something minimalistically modern. Sans-serifs in its basic form create a contemporary and professional image with a hint of warmth.

Body weight – The weight being how thick the stroke is. A stroke shows boldness in a letter as the weight differs. Obviously something thicker creates a brave impact whilst something thin is a subtle approach.

Spacing/Tracking - Are the letters condensed or extremely spaced out. Condensing a set of letters might make a cuter, well rounded word whilst spreading letters out may signify a clearer significant single message.

Body size/kerning – The weight may be thick or thin but how about the space the individual letter takes up. Is it a round fat letter which uses two spaces to make a warmer gesture or a thin letter using little space to send a slick stylish message?

Unique characters - Every font Is different so look out for the unique characteristics such as cuts, or odd versions of any of the above as this will be a tell tale as to what that font is trying to suggest.

The above characteristics are the general typical interpretation used to decipher a font but what if we put them in different clothes.

Adding a different colour, layout or changing any of the unlimited general elements above (even slightly) can create a significantly different message. With endless possibilities how can you communicate the right message for your business? Hire a designer, they’ll have a library of varied fonts and know how to project the right message for you by using the right combination of elements.

Next time you see a logo, poster, or credits for a tv program think about the above elements and you should be able to tell what message is being projected without even reading the word.

With regards to films you’ll even be able to tell what type of ilm it will be based on font used in the opening credits.

You know you’re a graphic design geek when you instantly recognise fonts from the credit lines of a movie. There are thousands of fonts available, each one oozing an individual character to communicate a specific message. Every designer has their favourites which is usually derived from the fonts ability to work correctly to meet a brief. ( Or just a personal preference.)

My favourites in no particular order:

Myriad Pro: A personal favourite as it has the ability to work on any identity. A modern sans-serif which i like to use in bold to give that all round, professional, welcoming, corporate but contemporary message.

Eurostyle: A great font which will suit any logo. With its mixed curvy and boxy character it borders on a dynamic, slightly techy, professional and friendly image, signifying a company changing with the times. Very different but in a reserved manner.

Leftist Mono: With tiny sharp serifs this font revamps a more traditional style font. Shows old age prestige with a clean cut modern twist.

Trajan pro: Another personal favourite. Like its name, its style is strong, sharp and sophisticated with a bold presence all in uppercase. It can create a traditional image but the shear class of it oozes class and prestige.

Magistral: Like eurostyle the mixed character of this font provides an image borderng on many but the semi-bold body makes it a little warmer while the precise lining gives it a techy edge.

When choosing a font look at the characteristics, what it says to you and how it sits in its space. Is it communicating the message you want?