Some say variety is the spice of life. Well the folks at Pentagram would not necessarily agree and obviously have taken a decidedly opposite approach to the subject in one of their visual identity programs. In taking a deliberately old school less is more approach to their font selection, partner Natasha Jen and her team have underlined what design is about these days, artful democratization. Throw out the custom limited edition font options and get back to the point, use just two of the most ubiquitous fonts available, Arial and Times Roman. Using these two fonts the Pentagram team have worked wonders with the OfficeUS logo. Nicely hitting the back to basics ethos it’s an smart rebuttal of today’s 1,000 font universe and makes a strong argument that more choice doesn’t always equal better choice.
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