From the course: Graphic Design Tips & Tricks

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Signage: Consistency makes the brand

Signage: Consistency makes the brand

From the course: Graphic Design Tips & Tricks

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Signage: Consistency makes the brand

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- Hi everyone, John McWade. When you're branding a product or enterprise, the rule is to keep everything consistent, in color, in typography, in form factor. McDonald's always looks like McDonald's. Red and yellow, golden arches, all that. You never see a blue McDonald's, never. Pick a look and stick with it. Today, we're looking at the signage of my local library. This is the big sign out front, it's on a berm on a busy intersection. The design is very mid-century like the building. Concrete, spare lines, minimalist. The typeface is Futura Book, also mid-century. Futura is one of the world's great sans serifs. Super simple, straight lines and circles, just pure elementary letter forms. These are the letters that were on the board when you learned to write, absolutely timeless. Futura is a typeface that 1000 years from now will still be in use, not kidding. This sign is clear as a bell. Problem is that the sign we're seeing here is not the sign that's actually out there. The actual…

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