Selecting the right typeface or font is one of the most important things to consider when creating a campaign or design – it can be the making or breaking of a brand.

I recently read an article on the BBC website looking at Johnston Sans, the typeface that was created for the London Underground in 1916 by calligrapher Edward Johnston.

At the time, the Underground was operating under several different brands with no solid, overarching identity.  Johnston’s aim was to unify and consolidate all the separate entities under one striking and easy-to-recognise brand and, as a result, developed the typeface Johnston Sans.

The elegant yet authoritative font is still used by the Underground today, and continues to be closely associated with the capital city itself.

The staying power of this early 20th century design proves how significant typeface is and how it can affect the entire positioning of a brand, something we always consider when working on any new creative campaigns or strategies.

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