what we do
what we do
Out of context: Reply #47
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our ad agency once did a TV spot for us this after about 5 years after they developed our new brand and picked Futura as one of our house fonts. Our "brand manager" sent it to me to go over it the first thing i noticed was that they didn't use futura ( it was helvetica ) and I mentioned it to the "brand" manager and she said she hadn't even noticed! that's not the first time she's confused many sans-serif for futura.
It saddens me.
but really many faces these days are very similar in nature to each other. For designers they're like apples, you can taste the difference between a Golden Delicious and Granny Smith but to most it's an apple.