Film-Tech Forum ARCHIVE: Font Fight!

This is topic Font Fight! in forum Film-Yak at Film-Tech Forum ARCHIVE.

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Posted by Paul Mayer (Member # 355) on 08-31-2009, 01:06 PM:

A story made for Bobby and all font fans -

After 50 years Ikea is changing the font used for its catalog from Ikea Sans (a customized version of Futura) to Verdana, so that its catalog will look the same whether on-line or in print. Apparently, at least in some circles, a lot of people are not amused.

IKEA Font: Futura to Verdana, What Changed and Why?

We don't have an Ikea here in what's left of 'Vegas. How I do miss their Swedish Meatballs and Ligenberries...

Posted by Mike Blakesley (Member # 26) on 08-31-2009, 01:44 PM:

I think the fact that there are enough people who care about this to cause a "global backlash" is a sad commentary on people and their priorities. I mean, for Pete's sake, it's a F&$KING CATALOG.

Posted by Bobby Henderson (Member # 840) on 08-31-2009, 07:11 PM:

I'm certainly not outraged or disgusted by the IKEA folks choosing Verdana over Futura on a branding update. However, I will say the choice of Verdana rather than something else is at least a little odd.

Verdana is not a bad looking typeface, especially when compared to some of the other Monotype crafted fonts bundled in MS Windows and MS Office. Still, the big problem with Verdana is its default nature and subsequent overuse. It's one of the most commonly used typefaces in web site design, and that's because Arial just looks like crap.

Generally speaking, it's a bad idea for a company to center its brand identity around a ubiquitous, default typeface. The risk is that common typeface may not be as effective in grabbing attention as another typeface that isn't so commonly available. The ad materials can end up having a bland, generic feel.

Another problem with Verdana is the family has only 4 weights. IKEA's former typeface, Futura, has more. The one I use from time to time has 26 different weights, including a good variety of space saving condensed weights.

I suspect some executives at IKEA wanted Verdana chosen as the company's typeface so anything they threw together in MS Word or PowerPoint would look more official -and without having to install any fonts because that's just such an unbelievable pain.

Maybe another problem is Futura is just not so future looking. It's a good choice for something with an early 20th century visual theme. It's not art deco, but it can go with art deco or Bauhaus looking stuff.

Some companies spend a lot of money on the type used in their ad materials to make them look more unique and more difficult emulate. AT&T spent a lot of money on Clearview Text type family licenses. Terminal Design's complete Clearview Text type family (48 fonts) costs $1250 for 1-5 computers. Some companies (often large newspapers & magazines) will pay type foundries to design entirely new type families or substantially customize existing ones.

Posted by Wayne Keyser (Member # 2420) on 08-31-2009, 09:58 PM:

Maybe Comic Sans? Trajan?

Posted by Bobby Henderson (Member # 840) on 08-31-2009, 09:59 PM:

Banned!
[evil]