THE GOOD, THE BAD, & THE UGLY.

It still never ceases to amaze me how brands constantly take design serious, yet typography is an element which is completely overlooked. I’m guessing a majority of your stereotypical “brand managers” these days probably have more emphasis on sales, and “bang for your buck” then they do on great graphic design…A recent example of this hit a friends email box the other night. Using our typeface Memoriam, Mac delivered this hard to read and incredibly poor executed email campaign. Not only was Memoriam unreadable and laid out in a talentless manor, even the hard to ready white body text was image based. Oh yes, and let’s not forget the non-existent hierarchy of communication through headings, subheadings, and body copy.This got me thinking about the way the design industry is moving forward, and the disappointing fact that brands are choosing design studios for the account directors bootlicking tendencies, rather than the aesthetic and conceptual quality of design output.It’s no wonder we have thousands of new agencies each year, it’s just a shame a large majority of them are talentless…

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