These videos have been made for the company Education First, created to promote studying abroad. The designer of these films, who uses typography in such a skilful way, is Albin Holmqvist. I was able to view the Paris film in class and found it extremely interesting and effective, so decided to research the video further.
Paris Video
The use of type seen in this video perfectly captures the feel and essence of Paris. The fonts used contain something very Parisian about them; cursive, swirly, elegant fonts remind me of brochure advertisements to Paris, while the thin, simple, yet decorative fonts remind me of text commonly seen on logos for Paris fashion brands or perfumes. This video does an extremely good job of communicating the spirit of Paris through the simple use of typography.
London Video
The London video also manages to achieve the same effect of capturing the location it is promoting. Elegant, old-fashioned, serif fonts are used to convey this feeling. Compared to the Paris video, the fonts used for London are typically simplistic and give a sensible, reserved British feel. The break of this is the text “An Englishman”, which is written in a swirly, old-fashioned font, which successfully communicates the era of old England.
These videos are a perfect example of how text can convey emotions and symbolise a location. The videos wouldn’t be nearly as effective if the fonts were unrelated to the location being used; they would have instead been confusing and wouldn’t quite work.
Some more typographic logos by Albin Holmqvist:
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