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…Every typeface speaks with a specific voice.…Every typeface has visual characteristics which help define its voice,…the feeling it projects, based on its form.…Even before we read what the type is spelling out it is…sending a message about how it wants to be perceived.…So if you are combining two or more typefaces you want to…be sure they are sending out the same feeling, the same vibe,…to make sure they're not contradicting one another or canceling one another out.…

I love Jonathan Hoefler's examples of typographic voice.…He shows how to build typographic palettes that work together.…Here he shows a typographic palette that demonstrates wit, using three…fonts that demonstrate the interplay between tough, cheeky, and sweet.…A typographic palette with energy using historical fonts that…he calls exuberant, respectable, and hearty.…A typographic palette with poise using three fonts that feel lyrical,…debonair, and solid.…

And a typographic palette with dignity.…Combining typefaces with similar proportions that are durable, elegant,…

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With the hundreds of thousands of typefaces that are now available, knowing which to choose and how to combine them (or not) can seem intimidating and complicated. Art director and typography expert Ina Saltz demystifies the process in this course. She'll show you how to choose the right typeface for the job, considering factors such as readability, typographic anatomy, and historical context. She'll then demonstrate how to combine your chosen fonts effectively and harmoniously, based on contrast, similarity, or mood. Finally, knowing there's always an exception to the rule, Ina explains how breaking these guidelines might make sense for your design. Watch and start learning how to simplify your selection process, while taking advantage of the powerful visual arsenal typography can provide for your designs.
Skill Level Beginner
51m 50s
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1. Choosing Typefaces for a Purpose

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2. Combining Typefaces Effectively and Harmoniously

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Video: Combining typefaces based on mood or emotion

However you gather the information, once you get it, you should be able to sit down with your marketing team and clearly state your company's strengths, weaknesses, opportunities, and threats. Once you have a clear understand of your SWOT, it's time to define your brand.

Developing or refining a corporateidentity is a five-step process that aims to clearly define what your brand stands for: its goals, its personality, the emotions you want people to experience when they come into contact with your brand, and a clear conveyance of that identity through a positioning statement. Here's what you'll need to create to do that:

A vision statement describes what you want your company to become in the future. It should be aspirational and inspirational. Ideally, the statement should be one sentence in length and should not explain how the vision will be met. (Don't worry, that'll come later.)

When developing your vision, keep these questions in mind:

To give you an idea of what you should end up with, take a look at JetBlue's vision statement :

JetBlue Airways is dedicated to bringing humanity back to air travel."

A mission statement defines the purpose of the company. It should be simple, straightforward, articulate, and consist of Cina Suede Mules Neous Free Shipping Clearance Discount Official Prices k4F8RTus8
that's easy to grasp. It should be motivational to both employees and customers. When crafting your mission statement, keep these tips in mind:

To give you an idea of what a good mission statement looks like, take a look at The Walt Disney Company's :

The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value."

Say, what? That's right, your essence. This sounds fluffy, but seriously, you need to develop an "essence."

The essence of the company speaks to the intangible emotions you want your customers to feel when they experience the brand. A brand's essence is the representation of the company's heart, soul, and spirit, and is best described with one word. When defining the essence of your brand, consider these points:

Here are some great samples of brands' essences:

Just as with humans, a brand's personality describes the way a brand speaks, behaves, thinks, acts, and reacts. It is the personification of the brand:the application of human characteristics to a business. Forexample, Apple is young and hip, whereas IBM is mature and set in its ways.

What personality do you want to put forth when people experience your brand?

This consultation ran from to

This consultation seeks views on the UK government’s proposals for Streamlined Energy and Carbon Reporting within the Companies Act 2006 business reporting framework. We are keen to hear from businesses and others how this can best be designed.

This consultation is asking for views on:

Our impact assessment provides estimates of average annual energy savings, energy cost savings to companies and the change in overall annual administrative burdens on businesses. We are keen to receive additional evidence on costs and benefits to business of our proposals. We would also like to gather evidence on additional reporting policy features that might be added in the future.

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Paul Hodgins

Paul D. Hodgins is a freelancer who previously worked at the Orange County Register since 1993. He spent more than two decades as the Register’s theater critic, and for eight years he wrote about dance as well. Hodgins has also written for American Theatre, Variety, The Sondheim Review and Backstage West. Hodgins has also been active as an educator and scholar. He was the music director of the dance department at The University of California, Irvine from 1985-92 and served in similar positions at Eastern Michigan University, Vancouver’s Simon Fraser University and the Banff Centre for the Arts. His book about relationships between music and choreography, 'Music, Movement and Metaphor,' was published in 1992. Since 2001, Hodgins has taught arts and entertainment journalism at California State University, Fullerton. Hodgins holds a doctorate in musical composition and theory from the University of Southern California. He lives in Huntington Beach.
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