Custom Font Hell
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- Mudbone
So I work for a company who is rebranding itself. The Branding company who is helping us want to push us to use a custom font over Avenir Next, which is a tried and true font designed by one of the greatest font designers Adrian Frutiger. How can I rationalize to the higher ups that it is a horrible decision to use a font that is going to be developed over a few months rather than a font that has been around for almost 20 years?
- spendogg0
use gotham instead.
What vibe is the custom font going for? and is it for the logo or text?
- gramme0
Avenir isn't THAT great. Not enough variance in the weights, and as far i know, no oldstyle or expert figures...unless that was added for Avenir Next.
Be glad your co. is willing to fork out the bux for custom typography. It will be well worth the effort, as long as the type designers do their job well. You will have exclusive right to a typeface that nobody else has.
I see nothing wrong with that.
- Concrete0
If Gordon Ramsey doesn't feature in it, I'm not interested.
- TheBlueOne0
...and the problem is what?
- radar0
I would just go to Dafont and pick one out, think of the money you'll save!
- gramme0
I also agree that Gotham kicks Avenir in the teeth any day of the week. Stronger, more legible, more nuance, great range of weights from hairline to black. All it lacks is the mother OT version.
- TheBlueOne0
So the consensus is that Gotham kicks ass, and you should use that.
Get to it...
- Mudbone0
The problem is that the font looks just like Avenir Next, but has many other problems that could take years to iron out. The only reason the brand company want us to have a custom font is so they can continue to bill us tons of money and we will continue to depend on them.