The evolution of fonts
The session started with “Why are type trends a thing? And why would you use them”. Since my knowledge of type trends isn’t that big I was curious about how this session was about to evolve and let me spoil it for you, I thought it was really interesting.
The session was given by Sarah Hyndman, an expert in all types of fonts. She explained the history of fonts and showed how the fonts of today are developed. She started with the trend of the sans serif font. This trend was created by the shiny new apps like Google, Spotify, Airbnb, … But now these aren’t new anymore and we have to bring something extra to the font. We have to consider the context of the font. What cultural values does it reflect, what’s important to the brand, the font can’t be something it is not. “A font can set the mood”. The instinct reactions of people to the font can show what the mood of the shapes of the letters is.
Something that really caught my attention was how fashion and fonts can collide. Recently there is this cut-out trend in fashion. You could see it all around, on TikTok, Fashion shows, … And guess what? The typefaces and fashion shared the same silhouette. The trend of Ink trap types was created. Ink traps are little gaps in the corners of the letters, just like the cut-outs in the world of fashion. This type of font isn’t new, it was something that was used for print, because in really small prints (like phonebooks) the ink would fill in the gaps, but today it is a new type trend.
All together Sarah concluded that today's fonts are moving and flexible with a lot of variety in fonts. But we have to show strength, truth and reality with the shapes of the letters. It is more important to bring your values to your font and to make it more human.