The Good, the Bad, and the Too Good: How Font Fashion Influences Lettering

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Graduate of the Design Department of MPEI and the two-year course "Font and A Typography major at the British Higher School of Art and Design, she works in the fields of type and graphic design. She is the co-founder of Byurobookvy and a lecturer at BBE and BoldItalic. Over the course of her career, she has created typefaces for companies such as Yandex, VKontakte, MTS, MegaFon, Arzamas, and many others. Her work has been recognized at competitions such as D&AD, ADC Awards, Modern Cyrillic, Granshan, Morisawa Type Design Competition, and the Sreda Festival, where she was a finalist and winner.

Fonts represent strict typography, while lettering emphasizes aesthetics and artistic design. However, when combining these two approaches, the question arises: what is more important—decorative elements or functionality? The combination of fonts and lettering can create unique designs that are both eye-catching and legible. This combination allows fonts to be used not only to convey information but also to create visually appealing and memorable works.

First, let's examine the concepts of font and lettering. A font is a set of symbols, including letters, numbers, and punctuation marks, arranged in a uniform style. It is used to convey textual information and plays a key role in the visual perception of text. Lettering, in turn, is the process of hand-drawing letters and words, which allows for the creation of unique and individual styles. Lettering is often used in the design of logos, posters, and other graphic materials where originality and artistic expression are important. Understanding the differences between fonts and lettering will help you use them more effectively in your projects and create engaging visual solutions.

A font is an organized and clear system of symbols in which each letter follows a common concept and established rules. A properly selected font plays a key role in visual communication, ensuring the readability and harmony of the text. It is important to understand that fonts not only convey information but also create a certain mood, influencing the perception of the readable material. The choice of font should be based on the purpose of the document, the target audience, and the context of use to achieve maximum impact.

Lettering is an illustration of text in which the letters interact with each other as a unified whole. If you try to disassemble such inscriptions into individual elements and change their sequence, it will lose its integrity and meaning. Lettering requires careful consideration of each letter so that they combine harmoniously and create a visually appealing image. This approach not only conveys information but also evokes an emotional response in the viewer, making the text more expressive and memorable.

The past three years have seen a growing interest in wicked serifs, which became popular thanks to lettering—a genre characterized by its high expressiveness and vibrancy. This phenomenon is a striking example of how texts serving as illustrations have gradually become widely used display typefaces. Designers creating wicked serifs drew inspiration from the bold designs of old music album covers, transforming sharp and edgy letterforms into modern and elegant typefaces that can attract attention and engage audiences. This approach to font design opens new horizons for creative expression and visual communication in modern graphic design.

Lettering has a significant influence on typefaces and shapes fashion, rather than being dependent on it. This art of creating unique letterforms and styles not only complements modern typefaces but also inspires designers to create new solutions. As a result, lettering has become an important element in graphic design, emphasizing individuality and creativity. In recent years, we have seen a rise in the popularity of lettering in various fields, including advertising, branding, and social media. This design direction continues to evolve, bringing fresh ideas and trends to the world of typography.