help me find a headline face that fits this 'personality'

plainclothes's picture

I'm on a hot search for headline type. I don't usually do this so fast, but we're under the gun to fix a broken situation. so here's the deal: I have until this afternoon to preset a headline (and companion text) face to meet these qualities.

- personal
- approachable
- authoritative
- passionate
- happy

it's going in print (catalogs, mailers, signage, etc) and online. right now, print is the first order of business. it's going to sit with food. and it will be mostly for mood, not necessarily promotion (I think that's where a good companion face will come in handy).

I'm working from the type specimens I have on hand, but I know there's a lot more out there. what do you guys think?

plainclothes's picture

I should point out the reason I came to typophile with this (other than the community's well-informed perspective). the specified font will be purchased for an entire agency, which means a small sales boost for some excellent foundry I may not have otherwise found.

Nick Shinn's picture

- personal
- approachable
- authoritative
- passionate
- happy

Ah yes, the world's most interesting man.
And what is the worlds' most interesting typeface?
Helvetica.
So there must be something wrong with this procedure.

All those words, except for authoritative, mean just one thing: not too stiff and formal.
So how do you resolve casual and authoritative?
Could it perhaps be one of those compromise faces -- a "clean" sans serif with the corners slightly smoothed?

Brevia, perhaps, with fashionable large x-height and short capitals?

Frode Bo Helland's picture

I was just about to say the same thing. It’s all advertisement gibberish and have no actual meaning to me. That said, why don’t you tell us more about what sort of food this is. Are we talking supermarket-shelf-grab-your-attention-with-gradients-sparkle-and-flowing-scripts food, a fine restaurant or perhaps something in between?

oldnick's picture

Nothing says "authoritative" like a good old ‚sieg heil’ Fraktur...

riccard0's picture

To be fair, there’s difference between authoritative and authoritarian.

plainclothes's picture

It’s all advertisement gibberish and have no actual meaning to me. That said, why don’t you tell us more about what sort of food this is.

thank you for getting right to the point! yes, it's ad-man speak for sure. but these actually relate to this brand in very believable ways.

it's mid to high end goods. mostly gift-focused, but a lot of 'special treat for yourself' products too. definitely appeals to a sophisticated crowd, but it's not for cooks really.

I'm actually leaning toward OurType's Parry right now. it has the wide, comfy, casual look the client likes. there's a good range of weights. it's not so styled they'll be tired of it 6 weeks from now. bonus: the Grotesque pairing might come in handy.

Nick, I tried to throw Bodoni Egyptian in the mix, but it wasn't quite what the client wanted (we've had a little back and forth already this morning).

I've gotten an extension through Monday morning. hopefully, I can do a little more research between now and then ... without dropping my other projects ;)

oldnick's picture

To be fair, there’s difference between authoritative and authoritarian.

True, but perhaps not to those in authority...

Frode Bo Helland's picture

Parry is gourgeous! And a grotesque might not be a bad idea. Here’s some mock up packaging my good friend (and talented young designer) Vidar Flak did for a school assignment using another grotesque — Maple — paired with a serif and some custom type.

Syndicate content Syndicate content