- Branding is partially about sending signals
that predispose consumers' perceptions.
The assumptions made by individuals
are seldom fully informed.
And that's why the visual representation of an entity
is so critical to guiding these perceptions.
A logo, for instance, sets the tone for expectations.
Like friendly, stern, casual, hip,
nimble, sophisticated, you get the idea.
One of those tones
that often comes into play, is transformative.
A health club, a school, fashion, cosmetics.
Buying a house or having a child,
just a handful of branding opportunities
that are fully steeped in transition.
So in depicting these brands,
we may elect to call out
this evolution using visual signals.
It may also be a situation,
where not just the product but the company itself
needs to signify change.
A primary focus of the work
of Gardener design is actually rebranding.
It's a particularly rewarding aspect of design,
because you're dealing with entities
that are tremendously successful.
But recognize, for one of many reasons,
that their company, their product,
and likely their branding needs to pivot.
It's a period of transition, that is strategically designed
to develop a resonance with a segment.
Since this chapter of the report is focused on transition,
it's completely appropriate that this trend
is named after the Roman god
associated with beginnings and transition.
The same reason our beginning of our year
is named after Janus, January.
With two faces simultaneously gazing, one into the future,
and the other the past.
I couldn't imagine a better name for a trend
that relies on transitioning typography
crafted from two faces. Hm!
Variable fonts are broadly available to our industry,
and allow us the opportunity to take a single font
and adjust its weight from say, light to black.
And anywhere in between, to at the same time,
control width or how condensed or extended it is.
Or even shift through variables of obliqueness
or making the font italic.
And as magical as sliding your cursor
and seeing that font adjust in real time is,
imagine seeing that same capability occurring
between two or more completely alien type faces.
Glyphs is a versatile font and design tool
that was used by Elias Hanzer of ABC Dinamo
to create ABC Arizona, shown here.
Watch the ease that this tool has brought
to the prospect of seamlessly transitioning
from one extreme to the next.
That's where this trend comes into play.
Several of these are animated applications,
that demonstrate the morphing between say,
Serif and a San Serif.
And as engaging as the motion is on these,
seeing what's been done by evolved by nature,
really helps us see how effectively
the use of variable type can be in a static application.
Even our friend, the asterisk,
comes back for a return visit.
And no doubt, it's also going through a transition.
Canal Brazil really gives this trend a work out.
Look at the diversity of the letter forms,
going through gymnastics to show off
how this Brazilian premium streaming service
offers an extreme variety of content.
Letter-centric as this trend is,
means you'll almost exclusively see it working the hardest
as a work mark, as opposed to a symbol for instance.
I think the impact of the diverse letter forms
can be a pretty demanding visual.
And if appropriate, tells your client's story
of transitioning or pivoting with greatest clarity.
Plus, this may be the only time calling them two-faced
will garner a reply like thanks.