WORDS, ALPHABETS, & TYPE

Design with type by Martha Slavin

We read type. We write words. We use parts of the alphabet all the time. We don't think much about the fonts we use or see. When I graduated from college, I planned to be a graphic designer so that I could play with type and design layouts. I went to art school and built a portfolio, but eventually chose teaching instead.

Many women stayed in design as a career. Two female designers that I'm featuring as part of Women's History Month have flourished in the commercial world of graphic design. They are the ones who create new fonts or design with type. Every packaged product you pick up has been in the hands of a designer.

Louise Fili is well known for her sophisticated, European look that she applies to labeling, logos, postage, and packaging. Her work is luscious, sensual and clean. Fili created the Love stamp for the U.S. post office.

LOVE stamp by Louise Fili

Take a look at her website, which I've located at the end of this post, for the Before and her resolutions of After of labels for such companies as Good Housekeeping and Hanky Panky. You will see how carefully she creates the space around the letters and how much thought she gives to what she is designing.

Logo by Louise Fili  Notice how the alpaca's nose extends beyond the border

Another well-known designer, Margo Chase, began working in LA in the entertainment industry. She created the title for Buffy the Vampire Slayer and many album covers using her Goth sense of design. She didn't limit herself to Goth. She founded a design group and refreshed more mainstream brands such as Nestle's Coffeemate and Mr. Clean.

Fonts designed by Margo Chase

Both of these designers are creative and play with letters even when they develop something as utilitarian as a 7-Up can. Fili and Chase want to entice you to look at the packaging and make a purchase. They design fonts for a specific purpose or brand.

In contrast, Max Miedinger and Eduard Hoffman, two designers from Switzerland, created the font Helvetica in the 1950s. You see Helvetica everywhere. There is a reason for that. The two designers were followers of the International Typographic Style developed in the 1920s, which emphasized neutral, objective designs. Miedinger and Hoffman succeeded with Helvetica, which is why you see this font in airports, restaurants, shops, and on packaging and logos. It is easy to read and has no emotional connection to the words displayed.

Next time you read a book take another look at the cover. Does the font draw you to the book before you even turn past the cover?
When you pick up a package, does the font help explain what will be inside?
Is the font friendly, dramatic, quirky?
What makes you decide from one package or another, or one book from another?
We buy products for many reasons. One of those is the design of the packaging.

You can find more information about my Women's History Month choices, Louise Fili and Margo Chase, at their websites. Both websites are a visual treat:

https://www.louisefili.com
https://www.chasedesigngroup.com/culture/our-founder

Enjoy the Vernal Equinox. Notice the light.