A client’s choice of font and typeface to use in the LED Channel Letters advertising their business is important. Potential customers make an instant connection with the logo they see and need to have the best possible first impression of a brand. The same degree of care used in the choice of font and typeface for promotional mailings should apply to that used in exterior advertisement.
Typefaces can suggest a wide range of emotions through their shape and style, as well as how they are used in a sign, conveying mood or character as reliably as handwriting. The style and shape of the letters chosen should live up to the attitude meant to project.
Different fonts have different effects on the human eye, and different connotations. Italicized text expresses emphasis.
According to a recent survey of designers, the five most popular fonts in use for LED Channel letters are as follows.
- Helvetica, designed by Max Miedinger over 50 years ago—which is currently being used by corporations like 3M, American Airlines and many others. Lots of negative space around the letters and created to be a neutral typeface.
- Futura, which has been around since 1927, used by IKEA, Volkswagen. Has an appearance of efficiency and forwardness.
- Garamond, created some 470 years ago for the French King Francis. Slim font with wide capitals.
- Bodoni, around for over 300 years, mostly used for posters and displays
- Frutiger, created by Adrian Frutiger, intended to be clear and legible at a distance
Everyone has different taste in signs, and every business wants a different result from its chosen signage. Make sure letters and words are spaced evenly to show their separateness. Work with your client to select the clearest font most indicative of the image needed to project the brand, perhaps white on a black background for maximum viewability at a distance.
Keep in mind, cursive script might look great on a wedding invitation, it may be harder to distinguish from across a parking lot, unless complimented by an emblematic icon or a mascot— help the clients choose something simple, memorable and unique to symbolizing their brand’s personality.