The typeface Abraham Lincoln reminds me of Armani Exchange,
or the typeface an accounting or law firm would use for their business. The
tall nature of the typeface gives off a regal, elegant tone. Professional and
conservative, yet very in touch with what’s new. When I look at the font I see
a tall, man with a perfectly tailored grey suit combined with a violet or navy
blue skinny tie, his hair is slicked back and walks with confidence. The
namesake of the typeface is of a tall, regal-esque man, the inspiration easily
seen via the font; the man was lanky (tall and thin) and while appeared old,
stood for and fought for very new ideas that caused controversy in the nation.
The font reflects those very attributes, appearing as an older style perhaps
because of the serifs and ball terminals, but it maintains itself legible and
sleek, reminding me of more modern fonts.
The typeface Avenir screams haute couture, or hipster
companies at me. Nothing ornate, nothing superfluous, just the strokes that
make up the symbols and that’s it – very cut to the chase. It reminds me of
high fashion/haute couture because it’s bold, straight, stylish, modern and
because it’s neutral; so neutral that it can’t really go out of style, sort of
like what high fashion is. It’s very expanded, so I see it on the window
detailing the shop name and/or tagline of a boutique founded by a young, hip
person. It’s less suit and tie and more knitted scarves and square, thick
framed glasses sort of person. If not on a storefront or agency of some sort,
then at the typeface for a fashion line, where it can be used at a fashion show
to display the company name in big bold, stylish and clear letters.
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