Sunday, November 18, 2007

The relationship between type and advertising

This weekend I read an article about Sao Paulo's ban on advertising in the city, including eliminating things like the golden arches from the McDonald's sign, so that the only thing remaining were the letters in the sign. As an unanticipated public policy effect, it made me wonder if the long term effect of not allowing advertising (including logos) would cause businesses to invest more in typography as a means to identify their brand.

If more major cities followed Sao Paulo's lead, would more businesses reevaluate the typography chosen for their business? Major corporations can often be identified by their fonts without their logo, so they may not be bothered with a rebranding campaign of their font. However, smaller businesses may look to unique fonts to separate themselves from their competition. Could banning ads produce a new renaissance in typography?

Sao Paulo: A City Without Ads


Milks said...

great link, it's funny how the images of the city look so deserted or like a ghost town with the under pinnings exposed. Quite striking. I don't know if it would cause a typographical renaissance because I think advertisers will find means of expressing their brand without the use of traditional signage.

I am very curious to see what will happen ten years from now and what is happening to the old signage??? Some wreck yard could make a killing.

me studio said...

great idea, i'm afraid i also don't belive that this would happen, but do believe that it would be a smart move