In this lecture we looked at type- and how typefaces can inform the tone of a brand or phrase. Typefaces communicate meaning just as much as a word itself can.
In this class we were introduced to the website Fonts in Use, which I found very helpful in my research for my Cooper Black persona profile.
We were tasked to crate a personality profile for a randomly assigned font. I got Cooper Black. I started my research online. I found this Vox video to be very helpful when starting my research.
Cooper black was designed by Oswald Bruce Cooper in 1922. The typeface was used extensively in newspapers and advertising in the 1920s, as it was a thick display font which could catch the eyes of readers easily. It was also a popular choice because of its rounded bottoms on many of the letters, as this hid any mistakes when lining up the type to be printed- meaning it didn’t have to be perfect.
In the 1960s and 70s it had a resurgence, being used heavily once again in advertising, album covers, posters signage and packaging.
This font is curvy and bold- making it immediately eye-catching, friendly and fun. This is why it was so popular in advertising and pop culture in the turn of the century- a quality the typeface has still retained to this day.
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