Art director, designer, all-around handsome and cool guy. I like things to be all-sexy, all the time.
Serif Gothic. It’s different. It’s elegant. It’s modern and vintage at the same time. I wonder, however, is it just beginning? Or is it already over?
By no means is the face ‘new’. You can see examples from the 70′s on movieposters and signs for pizzerias. But, like ITC Avant Garde Alternates a few years ago, it’s back in style. It seems like just overnight this face started to pop up in modern design, typically in all-caps and super heavy. It’s a refreshing departure from Avant Garde and Helvetica and Gotham, but we may also be reaching Serif Gothic saturation, especially when you start seeing it big and black on a print ad for a mainstream video game.
I suppose this raises a better question: what’s up with type trends? I’m guilty of this just as much as any other designer, but there seems to be a tendency to see someone else using a typeface and instantly feel the need to use it as well, whether it’s appropriate or not. My type collection at this point rivals my iTunes library, and yet I gravitate to a handful of fonts day in and day out. And even after wondering, ‘is Serif Gothic over?’ I can’t stop thinking about how I can get it into my own work.
Perhaps I’m overthinking it. After all, though my collection is pretty extensive, it all comes down to whether the typeface is appropriate for the project. I’ve got over 150 faces in my ‘Classic Serif’ set, and not one of them is appropriate for, say, an Ed Banger event poster.
Returning to the original point, on the contemporaneousness of Serif Gothic, I have to admit it’s not everywhere quite yet. And when I see it, I respond with a raised eyebrow, not an eye-roll. I suppose I’ll keep trying to use it until that happens.
What are your thoughts? Is it over and done with, or on it’s way up?