One of the key moments in the development of corporate identity is the problem of finding a suitable font. Over the long history of printing was invented a large number of them, but it does not simplify the task of choosing a unique font that is ideally suited to the representation of a particular product. The value of the mark signs that had the desired effect on the client, it is difficult to overestimate – it is one of the most important means of visual communication that helps to convey the essence of the advertising message and association with the product or the company. Proper use of fonts in advertising in the newspaper, on television, on the Internet or on the street increases the effectiveness of advertising in a few times.
Font selection is usually carried out by experts in the field of advertising, artists who are selected for each case, or create a specific font. The main role is to attract a man’s attention, as well as highlight the most important thing (for these tasks are using different variations of colors). Each type of font should arouse a man looking at him certain emotions. This means that the font should be chosen different, depending on the particular case (the type of goods sold). If for advertising product to use text with rounded rather than square edges, as well as add a few extra strokes at the top of the letters, it is possible to emphasize the lightness of the advertised product, its elegance. Normal, with rectangular edges font, is suitable for advertising a good, simple but reliable product. Heavy, bold font that will stand out on any background is suitable for massive advertising goods such as household or construction equipment, and if you use a lightweight, unobtrusive thin font, it will help to promote women’s clothing or perfume.
The human eye is designed so that it covers the whole line at once or proposal, i.e. group of words instead of one letter in particular. Due to this factor, inherent to every person reading speed depends on the font. Just important point is exactly where on the leaflet or billboard the text is located, what is the size of the letters, how long is space between words, what is the size of paragraphs, as well as whether they are separated by a blank line or not.
For today professionals working in the field of advertising know hundreds of fonts, each of which they were dealing. One of the difficulties of their activities is to choose the appropriate font for advertised product.
Availability of own corporate font distinguishes the company in the market, so are well recognizable “Apple”, “United Colors of Benetton”, “Mercedes-Benz” and others. Corporate font – is a font that is used in all media, corporate identity, where there is a text component – forms of documentation, printing, web-medium large-format products. It with other constants of corporate identity creates the desired image. Brands have several of specific fonts, each of which is fixed in the manual of the corporate style, with clear indications of use: for printing and other media designed for permanent contact with the target audience; for business documents; for electronic media.
Whiskey Jack Daniel’s – it’s certainly the pride of America. It is the only brand that has the right to call exactly whiskey, bourbon and not as accepted in the United States. Jack Daniel’s brand has a very impressive history of its appearance. This whiskey, which is now called Jack Daniel’s, appeared if not strange, but thanks to a priest Danny Call. Dann had his distillery, on which came to work boy Jasper Daniel. He at that time had about six or seven years, but he was very diligent and learned quickly. Dann saw it and began to teach the boy everything that he knew about whiskey. And soon Dann did Jasper your partner. And after the death of the teacher, Jasper became a full owner of distillery. Like his teacher, Jack used that same technology to produce whiskey.
At first Jack Daniel’s whiskey bottle and sold in earthen bottles with stoppers from the bark of oak. At these stoppers Jack did engraved his name – “Mr. Jack”. This was considered the first package with the name of Jack Daniel’s. But the familiar square bottle appeared already in 1895. One salesman from Illinois, making the presentation of his product presented to Jack completely new, break stereotypes bottle of square shape, and quite another stopper which twisted. This bottle so impressed Daniel that he immediately realized that Jack Daniel’s whiskey bottle should be in such great shape. Now it is one of the most recognizable bottles of beverage in the world. However, this fact has affected not only of the shape of the bottle, because later, many others began pouring drinks in bottles of similar forms, but also the font on which is written the name of whiskey.
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