By Matt Wilson

I love type. I love it so much, sometimes I get hung up on using only the “good safe fonts”. You know, the tried and true, safe and predictable ones. They space themselves, look good in any weight and make it easy to get approval from our clients. So, I challenged myself to create a standalone piece using the crème de la crème of “the other” fonts. You know, those system fonts that make you wonder why they even exist at all. The ones that take up space between Helvetica and Universe. It proved to be an uncomfortable task. But, as I reflected on the title of one of my favorite quick reads by Paul Arden “Whatever You Think, Think the Opposite”  I decided to jump in, embrace the Bee Knees and have some fun.  Flashbacks of college design projects went awry. The struggle with bad letter spacing and strange letter forms became the joy of the challenge. And, in the adventure, I think I learned a valuable lesson. Sometimes, you just have to take what you have to work with and make something great happen. I wonder if this could apply to my cooking? And although I probably won’t go straight to Papyrus for my next concept, I have a renewed respect for font designers and their unique creations… whether they are “the other” fonts or not.

si typo