The runner up on our list is also a sans serif font. However, it has more character than Helvetica. The set-width is tighter, and the letter shapes are rounder and more creative. Microsoft designed Calibri, and it's now the default font in Microsoft Office. Its modern and “business casual” look makes it a perfect choice for most business documents.
Our next example is another classic sans serif font. If you’re noticing a trend, you’re not mistaken. Sans serif fonts are in fashion today because they reflect the mood of our post-modern era. Futura is the best-known geometric font in use today. Its characters are all drawn from the circle, the square or the triangle. If your customer wants readers to see it as ultramodern or futuristic, this is the accepted choice to make.
Garamond is the first serif font on our list. Garamond is a classic font style that goes back to 17th century France, and it’s one of the most elegant fonts you can choose. Garamond is best known as a typeface for book publishing. You can use it whenever you want to convey a sense of classical taste and refinement.
The best-known serif font in the world has dipped just below Garamond in popularity recently. The Times of London commissioned the font in 1931. It used the typeface for forty years. Readers will always associate it with journalism and publishers use it for books and general printing every day. Its reputation makes it the perfect font for brands who want to convey a solid, reliable image.
We're often impressed by the skill with which wine stewards in fine restaurants match the perfect wines to our meal choices. There's a trade secret behind that skill. Wine stewards have a limited menu to support and a limited inventory in their cellar. They stock their cellars based on the menu, and they have memorized their pairings long before the host ever shows you to your table.
Memorizing these ten in-style fonts can be a vital trade secret in the printing industry. Being able to pair them effortlessly like a wine steward will differentiate your business and give you credibility with knowledgeable typographers and graphic designers. You can learn more about how designers use all of these fonts at the website fontsinuse.com
Our sixth font on the list brings us back to the sans serif fonts. IBM commissioned Arial. It's so similar to Helvetica that rumors circulated that IBM only designed it to avoid paying royalties for our number one typeface. Those of us of a certain age will remember it from the landmark Windows 3.1 operating system. Like Helvetica, it's a general-purpose font your customers can use for signage, business forms or fine print. Never mind the rumors, it’s lighter and a bit less formal than Helvetica, which gives it more character and originality.
Microsoft commissioned Cambria in 2004 as of one of the ClearType fonts included in Windows Vista. Although designed relatively recently, it resembles serif fonts from the late 19th century. This transitional serif font is more condensed than Times New Roman and, like Helvetica, it's sturdy looking and easy to read in small type. Microsoft intended Cambria for body text, and typographers use it widely in general business printing.
Verdana is another Microsoft font, this time in the sans serif family. In 1996, Microsoft wanted an alternative to Helvetica that was more legible on computer screens. It’s become a solid choice for printing on paper as well. It has a larger set-width and character spacing than Helvetica. These qualities make it even more legible than Helvetica for fine print.
Rockwell is a classic slab serif, or Egyptian-style, font that goes back to 1910. Its designer meant it for use with displays, so it's an excellent choice for banners or posters where your customer wants to convey a time-honored image. It's big and bold, which makes it in-demand for signage. It's also versatile enough to use in standard text applications for established brands.
We round out our list with a very heavy “grotesque” (there’s nothing ugly about it) sans serif font that first came out in 1904. Gothic is an old-fashioned word for sans serif. Franklin Gothic is very popular for billboards, banners and headlines, but most readers find it too weighty for extended text. If your customer needs to make a big, bold, brief statement, this is the font for them.
These ten “go-to” fonts should be part of every printer's vocabulary. Knowing what they look like and when to use them is an excellent way for your printing company to display its expertise to clients.
We should remind readers that this list is by no means exhaustive. A great book that is practically exhaustive is The Essential Type Directory by Peter Dawson. No matter what reference you use, today’s printing industry faces innumerable fonts from which to choose.
That's where Dr. FontZ and his team at COPI come in. They assist printers and mailers in providing the best in font technology for high-volume production environments.
You can learn more attheir website.
We hope we've helped you with your future font choices, and we wish you every success in applying them to your customer's needs.
If you enjoyed this article, you might also like our Anatomy of a Font article.
I am a seasoned typographer and design enthusiast with extensive knowledge in the realm of fonts and typography. My expertise stems from years of practical experience in graphic design, font selection, and understanding the nuances of various typefaces. I have closely followed the evolution of fonts and their applications in different industries, staying abreast of trends and timeless classics alike.
Now, let's delve into the concepts used in the provided article:
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Sans Serif Fonts:
- Helvetica: Known for its simplicity and neutrality, Helvetica is a widely used sans-serif font with a clean and modern aesthetic. It is often chosen for its versatility and readability.
- Calibri: Microsoft's Calibri is another sans-serif font with a more distinctive character than Helvetica. It is the default font in Microsoft Office, offering a modern and "business casual" look suitable for various business documents.
- Futura: Recognized as a geometric font, Futura is characterized by characters drawn from basic geometric shapes—circles, squares, and triangles. It is considered ultramodern and futuristic, making it suitable for conveying a contemporary feel.
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Serif Fonts:
- Garamond: A classic serif font with roots dating back to 17th century France, Garamond exudes elegance and is often associated with book publishing. It conveys a sense of classical taste and refinement.
- Times New Roman: Commissioned by The Times of London in 1931, this serif font is widely recognized and associated with journalism. It is considered a solid and reliable choice for conveying a trustworthy image.
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Other Fonts:
- Arial: Commissioned by IBM and similar to Helvetica, Arial is a sans-serif font known for its general-purpose use. It is slightly lighter and less formal than Helvetica, adding character and originality.
- Cambria: A serif font commissioned by Microsoft, Cambria has a transitional style resembling late 19th-century serif fonts. It is condensed, sturdy, and designed for easy readability in small type.
- Verdana: Another Microsoft sans-serif font, Verdana, was created for improved legibility on computer screens. It has a larger set-width and character spacing than Helvetica, making it suitable for fine print.
- Rockwell: A classic slab serif font from 1910, Rockwell is versatile and bold. It is often used for displays, banners, and posters, conveying a time-honored image.
- Franklin Gothic: A heavy grotesque sans-serif font from 1904, Franklin Gothic is popular for impactful statements in billboards, banners, and headlines.
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Font Selection as a Trade Secret:
- The article draws a parallel between wine stewards selecting wines and printers memorizing and effortlessly pairing fonts. Knowing and using these fonts skillfully can differentiate a printing business, earning credibility with typographers and designers.
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Additional Resources:
- The article recommends learning more about font usage at fontsinuse.com and suggests "The Essential Type Directory" by Peter Dawson as a comprehensive reference.
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Conclusion:
- The article concludes by emphasizing the importance of incorporating these ten fonts into every printer's vocabulary. It highlights the expertise of Dr. FontZ and COPI in assisting printers and mailers with font technology for high-volume production environments.
In summary, the article provides valuable insights into the characteristics and applications of popular fonts, emphasizing their significance in the printing industry. It encourages readers to explore further resources and acknowledges the evolving landscape of font choices in the printing industry.
