2. Typography definition-
‘the art or procedure of arranging type or
processing data and printing from it.’
As the definition states that you ‘process data’ from ‘arranging
type’ means that typography can convey a particular message to
the reader, such as the formality of a product or whether it is
aimed at men or women which is why this penultimate research is
crucial to ensure that my target audience like the fonts that will
be used to represent my institution.
3. MY TARGET AUDIENCE WILL EXPECT FONTS
TO BE USED IN MY PRODUCTION THAT ARE:
• Feminine and girly.
• A mixture of informal and formal typography; formal to
make it feel more luxurious and expensive and informal
so that it sets a more casual and laid back atmosphere.
• Legible- which is why black or white fonts are effective;
especially when used together as they work as binary
opposites and contrast against each other.
4. CONVENTIONAL FONT TYPES
USED IN FASHION MAGAZINES:
This font has been used by the rulers of the fashion
magazine industry, Vogue but also this font has been
followed by Bazaar Magazine . To me, this appears like a
symbol of a fashion magazine because it is used by multiple
institution so it will instantly attract the ‘fashionista’ target
market as they will be aware that this font is associated with
the fashion industry. Therefore, as it fits the conventions of
fashion such as looking feminine and elite, it will instantly
attract members of my female target audience. This font is
only often used in the masthead and this is so that it gives
the masthead more prominence and allows it stand out
among the rest of the typography on the page. As this font is
so specific to fashion, it will meet the audiences expectations
of seeing this font and it is likely that I will used it in my
production because it will mean that it will look interlinked
with the industry and therefore a more reliable source but
also it is important to consider that this font is legible for the
reader and perhaps is why it is such a successful font to use.
However, to make my magazine look original, I could
perhaps make the font slightly tighter or wider so my
institution refreshes the font and gives it a new look so it will
differ from other industries which will make my products
5. LINOTYPE DIDOT
It is not only the magazine
industry that use Didot as a font, it
is also used in the film industry,
for example, it is used in films
such as Ted 2. The success it has
in the movies suggests that it is an
effective way to reach out to the
audience. This is because the
Didot font has a grand look so it
instantly impresses the reader
because the product appears of a
6. CONVENTIONAL FONT TYPES USED IN
MAGAZINES:
Bodoni Antiqua Compress D Regular is another font which
is used in the fashion industry and institutions such as Elle
are famous for using this tight logo. Even though it slightly
differs from Didot, it still follows the sans-serif convention
which gives the font pristineness and formality. As you can
see, Elle have changed this font to make it more different
by spacing out the letters. However, in my production I
could use this font without spacing out the letters and it
may look original and not be accused of copying Elle. The
tightness of the letters may also create a closer
atmosphere which provides the reader with the
opportunity to feel more engaged with the institution and
this will make them feel special and exclusive. Again,
another benefit of using this font is that it is legible so it
means that The Uses and Gratifications Theory is able to
be reached because there is increased understanding
7. FRANKLIN GOTHIC EXTRA CONDENSED
Franklin Gothic Extra Condensed is a conventional font used that
is used in Cosmopolitan Magazine and this drifts from the
traditional serif font that some audiences could find boring and
repetitive. Therefore, the more rounded serif font which is used in
more youthful magazines ( for teenagers) is growing in popularity.
Not only does it look more modern but it also is legible and simple
which means that the complete focus can be around the features
and the main image which often allows iconography to take place.
However, in my production, I think I want to stick to tradition and
include a serif font as I think they have more connotations to the
fashion industry so it will make my magazine seem more
professional in the fashion field. However, this font can be used in
the strap lines and cover lines to connote differentiation and make
the page look more visual which means it will look more
interesting to the reader. Similarly to this font, Glamour magazine
uses Franklin Gothic Heavy which is a much thicker and wider
version of ‘Cosmopolitans’ font. Although it is simple and easy to
read, I think it can make the magazine look immature which will
not attract a student audience who want to feel as though they are
8. AVANT GARDE GOTHIC
This font again differs from your
traditional sans-serif font but instead of
looking bold and chunky, it still follows
the elegant look that many fashion
magazines have. Avant Garde Gothic is a
thin, serif typography which gives the
magazine ‘self service’ a neat and
prestige look. This is definitely a font that
I would be interested in using in my
production and I think to make a
conclusion I will have to experiment
between this and serif font to see which
will give my logo a unique and visual
look. This font would be perfect as it
connotes both modernity and grace which
will then anchor my institutional name
‘GRACE MAGAZINE’ which is crucial when
building brand identity as it will make the
brand look more iconic and recognisable.
9. FONT TYPES USED IN
MAGAZINES: MAIN BODY
In the main body, this is font that the audience do not acknowledge
on a mass scale however it is still important to maintain brand
identity. Many magazines will use a basic font such as Arial because it
is clear, legible and serif so it does not look over-embellished on the
page. However, fashion specific magazines that use the sans-serif
font often use Benton Modern as a font for articles of the magazine. I
think that this fits perfectly into the sans-serif font family and will
make the magazine seem elegant and classy. The benefits of having
this feel throughout the entire time of creating the magazine is
because it means that the brand will look continuous which will assure
the reader that they are using the same product. Hence, why it is
likely that this font will be used on webpage and also in the double
page spread of my magazine to maintain the girly look of my
institution. This font is also
10. FINANCIAL BARRIER WITH ELITE FONTS
With fonts that are profoundly used
by major publishing companies
such as Baeur Media and Conde’
Nast Publications often place tariffs
on the fonts they use which means
that you often have to pay to use
these fonts. However, for Benton
Modern can be accessed online in a
free trial for 30 days which means
that this can be overcome. This is
why I will use this free trial whilst I
am producing all three of my
products.
11. FONT ALTERNATIVES
Quite often, institutions make it impossible to copy or
mimic their fonts however luckily the Didot font can
be accessed on font space.
There is also a similar font known as Bodoni which is
similar however it is slightly thicker and this looks
similar to ‘LOOK’ magazines logo. As it is slightly
bolder it gives the font a more casual and informal
feel which may be more suitable to my student
audience who may associate formality with work and
this is something they will want to avoid in their
leisure time. It also will make the logo look loud which
means it will stand out and become more eye
catching.
Unfortunately to access Bodoni Antiqua Compress D
Regular it has extra charges of over £20 to use this
font. This resulted in me having to search for an
alternative however this was difficult to find however
what you could do it simply adjust Bondoni to make it
tighter. It gives it a completely different look and will
12. FONT ALTERNATIVES
Avant Garde is a font that you have
to pay for so I found an alternative
below which will still allow my
magazine to have the
contemporary, futuristic feel which
I feel will be more appropriate for a
fashion magazine for young people
because fashion is about being
inventive and new rather than
sticking to old traditions. However,
without the embellishments, it can
look more masculine but this
means that it removes the
stereotype that fashion is for girly
girls; and it make it more appealing
13. FONT ALTERNATIVES
Below are some fonts which are not necessarily stereotypical but
could also be used in my production to make it look unique and
different from the logo’s of other industries:
14. I ASKED MY TARGET AUDIENCE, WHICH LOGO
FONT IS YOUR FAVOURITE?Sales
Didot Avant Garde Belico Bodoni Dubiel
Morva FHA Condensed Aver Italic Aver
The most popular font is Didot and
this is what the audience is clearly
familiar with which suggests why it is
so popular and explains why it is
likely that this will be used in my
production. However, I will still
experiment with other fonts to decide
whether it will anchor and link my
page together to appeal to my
younger target market.
