Rebranding of Apple’s Typeface
Developing my knowledge and understanding for logotypes for this project, I decided to look at well-known digital companies and their use for typography. I came across this really interesting article by Liz Stinson, about the change of Apples Typeface from the much loved Helvetica to San Francisco.
The article looks at Apple’s journey through typeface, and how the new rebrand in typography was successful, although they were abandoning the most loved typeface in the world. When comparing both typefaces, there aren’t obvious difference between them, however in my opinion, I can see that the x-height on the San Francisco typeface is a taller than Helvetica, this is probably to allow the typeface to resized to smaller formats, allowing it to legible to read. This change in x-height somehow adds a form of character and friendliness to the look, which is further shown with the light weight strokes and soft curved bowls.
This article has helped me understand that the typeface for my project doesn’t have to be complex or too detailed, and by following a successful technology company it’s also allowed me to gain a contextual understanding towards typefaces, which will be helpful when explaining reasoning’s towards my development work.
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