Love Letters

Dear Reader,

This edition ‘Love Letters’ is about our longstanding affair with typography.

The story of type is also a story of culture and geography. Even when we do not understand a language, we resonate with a script’s origins of place and people. The idea that type can be used to create a visual language is age-old, starting with Egyptian hieroglyphics, which were pictograms. Finding pictures in words and vice versa resonates right into the 20th century: Milton Glaser cautioned that he was not a type designer and his typefaces were the product of graphic ideas applied to letterforms. 1929-born Glaser was one of the most prolific designers of stunning typography with names that resonate with their loveable characteristics such as Glaser Houdini and Glaser Stencil.

Scientists have proven that human memory has a remarkable capacity to store pictures better than words. In graphic design, when we start to use type to compose, what we really are attempting to do, beyond words, is to create an unforgettable visual language. Type can start to form graphics through unique textures and patterns, which can create highly memorable and characterful branding. Our two articles this time bring you how typography shapes your brand. In A Brand For Every Moment, Sujatha Shankar Kumar writes about our customized logotype for the fashion brand Libas. Saumya Mittal investigates how typography influences brand perception in The Right Type Sets The Tone.

If a lovely face can launch a thousand ships, good typography can launch a thousand brands.

Happy Reading,
Anthony Lopez

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