We can see the most different design structures everywhere.
Brand names, slogans, perfumes, chocolate milkshakes, even bus tickets convey a very particular message to the reader with special and specifically selected fonts.

But what is it that makes the design this appealing and attractive?

Why do fonts strike a chord with us?

Typography should not be boring.

The same font should not appear repeatedly.
The essential key to excellent graphics is a simple but impressive, down-to-earth but at the same time interesting, very familiar but also newly interpreted font design.

One example: “Helvetica”.

This font was developed by Max Miedinger 50 years ago. At that time expectations of the design and the message it was supposed to convey were very different – unexpressed but still perceptible and catchy. Even today there are hardly any designers who do not honor and appreciate Helvetica. It is used without limits for any design and provides answers to any kind of product. There are many global companies who decided for “Helvetica” as their business and logo font – with a lot of success.

“Arial” by Robin Nicholas and Patricia Saunders is another respectable and seemingly “simple” font. The typeface became famous because of Microsoft Word and it is surely among the world’s most popular fonts.

“Taller Evolution” by Studio Kmzero is an example of a likewise popular, but a little more fancy and fresh font.

And there are so many more …
Just try them out! They are italic, bold, thin, narrow, wide, elongated, straight, diagonal or feature only capital letters… Use the fonts horizontally, vertically, upside-down and sideways – but use them. Try out your own designs using different graphics and typographies. You will be surprised at how diversified your designs will appear simply by using different fonts. Flyers, posters, advertising bills, labeled pictures, graded documents – there are no limits. You make the rules. Be inspired.