If you think that fonts are not a big deal - that Calibri is just the same as Arial - consider this: it was 2009 when something went awry at the popular Swedish furniture company, IKEA. Sure the company still sold furniture and home accessories with interesting names such as Björken and Säter; the sleek cafeterias still dispensed the sinfully delicious Swedish meatballs with lingonberry sauce. What had gone horribly wrong in the eyes of many, however, was that IKEA had lost its soul. The 2010 store catalog used Verdana as its typeface dumping IKEA's old faithful, Futura. The font switcheroo sparked uproar in the design industry, and the company was seen as abandoning its particular brand of design chic in favor of something more drab and well, homogeneous.
In his entertaining and informative book, Just My Type: A Book About Fonts, Simon Garfield makes the case for typeface ...
Readers who get converted into font geeks after reading this book can extend the curriculum beyond its pages. If a particular unknown font is nagging at you, you can identify it online at MyFonts.com in the WhatTheFont section. Equally fun, you can take an online quiz, What Type are You?. I tried my hand at it, answering four questions from a man who sounded like he was trying a Freud impression. It turns out my type is Universal and that I am "someone at peace with all things modern and get irritated with something old, sloppy and random." I am not sure how this squares with the fact that my favorite type for daily work is Times New Roman, voted "least favorite" in a poll of over 100 type designers - but I'll take it.
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