Last December, we wrote a post about cursive fonts, and the problems they can cause when it comes to developing a brand. Recently when we drove by a shopping center monument sign depicted below, both Ron and I read it as "Swille", and we wondered at the choice of the name. The definition of "swill" is a large mouthful of a drink, or kitchen refuse and scraps of waste food mixed with water for feeding pigs.
The next day on our lunch break, we pulled in and parked so we could take a closer look. The "ev" of the sign transformed into a "w" in certain light! No doubt this font was chosen with luxury in mind, as there are several high end retailers in this shopping center.
When choosing a font, we pay close attention to every letter of the alphabet (caps and lower case) to make sure it can easily be read on a sign, card, letterhead and all the brand iterations, It also has to be aesthetically pleasing and in harmony with the brand. Character spacing can make or break a brand name in a logo. In this case the spacing was too close. In this case, the spacing was too close between the "e" and the "v".
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