Font trials

Serif V Sans Serif

This serif style of writing is often shown to

This form of typography in modern society where the
be showcasing a lot more tacky items
majority of things are typed could be seen to take a
when looking at digital typography as it is
much more formal mode of address as fonts such as
clearly being used to represent the archaic
Calibri are a professional and clear font with very little
styles of writing used throughout history is a
eccentric features so as a result is easy to read and very
calligraphy kind of form in which all letters
hard to be considered tacky as it shows less character.
are accentuated with the use of serifs. When
The fact that these serifs are not present shows us a
this style of writing has been written down it
much more basic and less expressive style but does
shows a very middle classed structure but in
make the layout in my opinion a lot more professional
typed form it looks very tacky and childish.
and fitting.
Applying it to When analysing my chosen artists typography we can
clearly see that pattern throughout his work is mainly

my Artist:
using a sans serif font with very electronic fonts. To
expand, we can see the use of overly digital fonts which
show a robotic nature and this could be because Avicii
wanted his brand image to be a visual representation of
his culture and the sound of his music which would tell us
why an electronic sounding music is using an electronic
typeface. Furthermore, it could be said that Avicii has
opted for this because it shows a much more professional
approach and when he was establishing his brand image
he was young so using a formal font could have been an
attempt to gain respect and to show age doesnt matter in
this industry.
In contrast, we can see Avicii has used a
slightly serif font in one of his albums and
this could be to showcase his informality
and youth. Evidence to support this is the
air brush effect on this showing a spray
pain look which is often associated with
vandalism by youth. The serif font shows a
massive informality and youthful affect to
his work.
Testing:
Serif V Sans Serif
Avicii Avicii
Avicii Avicii
Avicii Avicii
Avicii Avicii
Avicii Avicii
Avicii Avicii
My
Choice:
To conclude, I feel that the serif font in relation to typography is very
tacky as it shows a very childish and in formal representation which
would not show the artist of choice in the way I feel he should be
portrayed. All though it could be argued that serif would showcase the
Youthfulness of the genre, I would say that on an album cover it would
look un professional and decrease the selling point so that is why I am
choosing a sans serif font. Furthermore, the sans serif font is shown to
be a much more typical font choice in the dance industry with the vast
majority of Aviciis work showing this layout so I feel in order to be as
conventional as possible I need to do the same style.

FINAL CHOICE: SANS SERIF