I was reading a series of posts on Aesthetic Apparatus and came across this:
“Typography is an intentionally ham-fisted and unsystematic collection of sans-serifs (Gotham, Futura, Akzidenz, Refrigerator [our new gas-pipe favorite], and some other random found letterpress type) sprinkled throughout. We can’t explain what it is, or analyze how to construct it, but there is a delicate balance of this weird unsystematic usage, depending on size and relationship. Futura-Bold Condensed didn’t always work or feel right in spots where Gotham did, etc.”
They are talking about their type choices for some rebranding work they did.
Sometimes you’ve just gotta make that thumbnail 37 pixels wide instead of 38.
