Tuesday, October 5, 2010

The fonts are impeccable

A good friend remarked at his blog, only today, on how refreshing it is to work with craftsmen in the presentation of text and imagery. One can well believe it, struggling as one does with little talent here, and seemingly intractable limits in the malleability of one’s blogging format.

This print advertisement, of ancient derivation, struck me instantly for the boldness of its branding and its deference to the image at the same time. The familiar logotype font could not be more judiciously spaced, each letter either doing no harm, or working positively (the 1st C) to diminish the optically exaggerated and physically undelineated foreground mass for the benefit of the figure’s overall balance. Any mild incoherency in the intrusion in the lower right corner (shall we ever know what that intervention was?) only establishes the figure more firmly. 

I also think the naming of the character of the clothing deserves commendation. The temptation to dispense with it would have been great, to allow the image to illuminate the ethos of the source, indeterminately. But there would have been endless calls to the shops - Where can I get that thingamajig?  - if cooler heads in Florence hadn’t reigned. Moreover, the font’s alteration and reduction are both outstandingly judged, given the recital of sites, below. 

We need a stairstep or two from the sublime, to the ridiculous.


  1. In Plato's Cave

    Susan Sontag

    something worth returning to again and again.

    written before internet.

    another time.


  2. I'm glad to think any of one's postings could suggest returning to anything, if it's worth doing even once. I don't think any suggestion for a return to this essay lies in this posting, however, or in this blog. But this is a blithe and sardonic posting; and for me, I shall keep it that way.