Filosofia - fashion?

analisa's picture

Hello! It's been quite awhile since I posted anything on this lovely site. I need some research help.

I started a new job a few weeks ago, an in-house job with an online glasses retailer. They're in the middle of re-branding, and they say they hired me to push it to a more fashion-forward, couture look. Well, they're far enough into the redesign that they're already set on a logo, typefaces and colors. I think I can live with all the choices they've made so far except the typefaces.

I'm fine with Chalet and Museo. But Filosofia? Don't get me wrong, I think it's beautiful, but when I see it I think of book covers from the late 90s/early 00s. Especially since they like to use the unicase. Anyone ever see it used in a "fashion-forward" way? Can you show me something that will make me fall in love with it?

I think I'm going to bring up my concerns with the CD, but I want to make sure I'm well versed in Filosofia before I put my thoughts out there. Thanks!

Nick Shinn's picture

The Fashion=Didone equation is a no-brainer.
But online rasterization of Filosofia’s serif detail is problematic.

hrant's picture

If you want something that's fashionable now as opposed to the 20th century, and something that renders very nicely onscreen, try this:
http://ernestinefont.com/

hhp

eliason's picture

Does Ernestine say couture to you?

hrant's picture

It depends on the age-group, and country. Unlike most fonts Ernestine makes a statement, like couture does. And if Analisa is more comfortable with Chalet and Museo than Filosofia, then I'm assuming it's not haute couture.

Couture is not what is used to be/mean:
http://en.wikipedia.org/wiki/Juicy_Couture

hhp

Té Rowan's picture

Maybe they're hoping that the Vogue or Elle look works for them.

David Vereschagin's picture

These are all over-seen. Push them to something less predictable.

David

analisa's picture

Nick, I agree that usually Didone faces connote fashion, but Filosofia seems to be an exception for me. Maybe it's just a personal association—that's why I was wondering if anyone has ever actually seen it used in a fashion context. It also could be, as Hrant suggested, that it's simply dated.

Hrant, I'm actually liking your suggestion of Ernestine. We could even replace Museo with it as well—I think having 3 corporate typefaces is overkill anyway. I wish there was at least one thinner weight, though.

Like you mentioned, we're not necessarily haute couture. Some of the higher end brands we carry are OGI, Derek Lam, Guess, Oakley. Some of the lower are Smith Optics, Ernest Hemingway. So there's a pretty broad range of styles.

David, I would like to see something more own-able as well. I think especially the use of Chalet is running on the safe side. But maybe pairing it with one more unique face will help that.

No takers on the "make me love Filosofia" request?

hrant's picture

Of course you would customize it, like these guys did:
http://kneadle.com/

I wish there was at least one thinner weight, though.

I'm sure Nina and FontFont could make that work.

hhp

hrant's picture

Then there's this luscious vixen:
http://typographica.org/typeface-reviews/ff-pitu/

hhp

Nick Shinn's picture

Filosofia seems to be an exception for me.

Yes, while the didone style says fashion, it has to be clean cut (rich?) and the hairlines can never be too thin; with its interpretive serif treatment Filosofia is a little too post-modern.

M/M redesigned Interview a couple of years ago using Scotch Modern, but I’m afraid it looked a little too academic for Fabien Baron, and was promptly abandoned.

ITC Bodoni is another didone that incorporates the trace of letterpress process, again not finding much favor as a fashion face.

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