I was just asked to change the font on all the brochures I designed from the always awesome, and completely contempory, clean and visible Gotham to Imprint MT Shadow. I’ll give you a minute to check those links.
The reason? They liked the “font shape” of Imprint better.
Every time I make these changes, I die a little inside.
Um. Did you let them know that Gotham is the only typeface anyone should ever use on anything? Ever? I mean, you could literally gut my FontExplorer folder and leave me only with the Gotham family and I’d get by just fine. Sure, I’d ask for a serif…Baskerville…Garamond…HFJ’s new (and lust worthy) Sentinel. But, I could make it with Gotham alone.
Imprint Shadow is a laughable replacement. Be sure to hang onto your Gotham versions and stick those in your portfolio.
I know. I tried.
If there’s one thing I believe in it’s that designers should be allowed to design. There’s a reason we chose a certain font, there’s a reason we chose a certain color. Designing a piece, and showing it to upper-management only to have them use it as an “idea” or “suggestion” for THEM to tinker with is insulting on nearly every level. No, I did not leave the font choice optional. I picked Gotham for a reason. Namely it’s sharp and clear readability. Telling me you didn’t like it because it wasn’t “interesting” is completely nonsensical. Fonts are not supposed to be INTERESTING to people reading the piece. No one is going to look at this design and say “wow, thank you for that information about your company, and by the way, I was really entertained by your font!” No, they’re going to read it and, if I’ve done my job correctly, understand it because it was clear and concise information, delivered in a non-offensive to the eyes sort of way.
I’ve got an idea, why don’t we just use Comic Sans for everything!
And yes, the Gotham version is saved as a separate file, along with a half dozen other things that were awesome before they were sent up the chain. 🙂
Comic Sans… I like where you’re going with that…. 😉