Re: font consistency and corporate look

Subject: Re: font consistency and corporate look
From: "Peter Neilson" <neilson -at- windstream -dot- net>
To: techwr-l -at- lists -dot- techwr-l -dot- com
Date: Mon, 12 Mar 2012 17:42:01 -0400

On Mon, 12 Mar 2012 16:44:54 -0400, William Sherman <bsherman77 -at- embarqmail -dot- com> wrote:

Trademarks are often defined by a specific font and if you use any other, you can ruin the strength of your trademark.

----- Original Message ----- From: "RÃdacteur en chef"
Included was this curious note:
The official corporate font to use in announcements, press releases,
advertising, and other messaging is <finesubtlefont>. If <finesubtlefont> is not
available, you may substitute Arial, Verdana.

If the trademark itself is actually artwork (for instance, every letter "O" in it contains a photo of the smiling CEO) then an image of the trademark, rather than a rendition in some particular typeface, would absolutely be needed. Even if the requirement is simply that it must be in Helvetica (as is the name of a magazine I once helped), the image in Helvetica would be needed for presentation of the trademark on a web page. In either case, the presentation of the name in the text of the web page should not be so constrained. It is alarming and difficult to read text containing the name of the /Floogleblatzer Company/ in flashing zebra-striped hot pink Goudy Old Style Extra Bold Italic, even if that's the way the trademark is registered. A large appearance once on the home page and subsequently tucked away in a corner of the other pages is quite enough, thank you.

If the legal department were to require the web page show up entirely in a particular typeface, well, that's pretty much not going to work, even if they require something as common as Times New Roman or Arial, because the user of the browser can select a different typeface.

If my advice here seems to contradict the opinion of anybody's legal department, I'm not a lawyer, but then they likely aren't skilled in the application of hot-metal typefaces to electronic media, either.

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References:
font consistency and corporate look: From: RÃdacteur en chef
Re: font consistency and corporate look: From: William Sherman

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