The 2nd semester Brand Design got to know the font classifications according to DIN16518 in the module Typography & Publishing under the direction of Torsten Weisheit. At first, this sounded very abstract, but in the seminar it quickly became tangible. Using a logo of their choice, the students examined how different fonts can appear in the context of a brand.
Jan Pischke opted for Mercedes-Benz as an example and showed on a specially programmed website what impression ten different fonts – from the “Baroque Antiqua” to the “Linear Antiqua Sans Serif” – could have on the brand’s website. Which fonts appear trustworthy and quality-conscious? Which fonts have a technical character? And which ones seem too playful for the car brand?
The complete live version of the website is available at: www.jan-pischke.de/mercedes
A foretaste is given here: “Baroque Antiqua” and “Linear Antiqua Sans Serif” for comparison.