WANTED: Slab Serif Typeface for Over Use

WANTED

Slab Serif Typeface for Over Use

Also known as Egyptian, Square Serif, Mechanical or Mécanes

I seem to be noticing a lot more Slab Serif typefaces in use these days, particularly in advertising, both in print and on the web, including this article. Their use is widespread on sale signs, promotions, company straplines and display headings. Not surprising, they were created as "Display Fonts" with their clean, bold lines and squared serifs. Being robust they are intended to draw attention to themselves. If you want your message to stand out on a page, it certainly will.

The advancement in mechanical printing and the need for large scale advertising saw the first Slab Serifs (or Egyptians) appearing way back in the early 1800s as well as the even heavier Fat Face fonts.

These are a few of my favourite things

Maybe I'm noticing them more because I've used them on a recent project and now, while working on a new brand which requires a bold and confident look, a Slab Serif fits the brief. There's certainly plenty to choose from and it is easy to spot one of the hundreds of Slab Serifs, old and new, in use everywhere.

My personal choice has always been Rockwell. Designed in 1934, it's been around for a while and there are many older and newer, more contemporay popular Egyptians: From older typefaces like Clarendon (1845), ITC American Typewriter (1974), and more recently, the specially commisioned Guardian typeface (2005) and the extensive Soho with 40 faces! Just a few more of my favourite classic Egyptians.

Substance over style

I was taught that type should not be 'noticed', but 'read' and that the choice of type and typography should simply reflect and enhance the tone of what is being said.

Does a message lose its impact if the style of type is over used? Or am I just constantly bombarded with messages trying to get my attention? Possibly, most of the time this is true, so I guess the typeface has done its job and I'm probably numb to the actual words.

The choice is yours

However, there are of course many other Display fonts other than Slab Serifs that grab your attention by saying "Read This" and "Sale That". Once again though, it seems that I only notice the Slab Serifs. Am I just in a "Slab Serif mode" or are they in fashion at them moment? Many people use the wrong typeface for the wrong reason and say things such as, "I've seen this cool font on a poster, let's use that!" even if it's not fit for the purpose. I may be worried that if I use Rockwell or a similar font again some people will think I'm following a trend or just lazy - even if it works, and it will. Or maybe I'm just a type geek.

Typeset in Arvos by Anton Koovit

Images in order of appearance:
Guardian: Guardian.co.uk poster
Normande and Bodoni Ultra Bold Fat Face typeface
ITC American Typewriter, New York logo
Clarendon: Fontface
Soho: GQ Magazine Cover
Rockwell: Achievement First Endeavor Middle School, Clinton Hill, Brooklyn
Rockwell: Poster

Limited Edition Prints Spring Sale

Spring time is here this weekend and there's no more hibernating!
Here's two events where you can catch uchi prints cheap!

Saturday 20 March 11am – 5pm

"For one day only you will have an opportunity to buy original prints at hugely discounted rates. Our artists are spring cleaning and the benefits will be obivous!"...more

Sunday 21 March 10.30am – 4.30pm

"The Paintworks Art Market is back this Spring to showcase a selection of the best art work produced in Bristol and the region. Enjoy the relaxed atmosphere, have a chat with the artists and perhaps indulge in a slice of homemade cake!"

Thanks for the recent subscribers!
Here are your discount voucher codes for uchi art prints and uchi clothing:

30% off art prints: 31RAM10LTD30

20% off uchi clothing: 31RAM10UCH20

The Big Chill Art & Fashion Market

Sunday 6th December
The Big Chill, Small Street, Bristol

Open from 11am with stalls selling art prints, jewellery, clothing and more. Join us for lunch or afternoon tea Big Chill style and get a chance to buy your friends and family something decent for Christmas this year!

New Adventures on the Wheels of Steel Hoodie

It's the first time on hoodies. Reprinted from the Art of War album, Adventures on the Wheels of Steel is a bit of a 70's homage...

We found our friend Kenny on a bike he put together from bits and pieces of other bikes. It deserved our respect and the idea was born to pay homage to Grandmaster Flash for doing the same with funk breaks on the classic track, "The Adventures of Grandmaster Flash on the Wheels of Steel".

The lettering, a modified version of Benguiat Bold completes the ode to the early hiphop days. Created in 1979 by the prolific New York type designer and lettering artist Ed Benquait who amongst many other things is responsible for the logotypes on classic 70's movies Superfly and The Planet of the Apes as well as The New York Times. He was also a keen and talented jazz percussionist.

So, here is The New Adventures on the Wheels of Steel urban hoodie...

Weapons of Mass Instruction - D Day Edition

In order to keep the motivation and excitement about our planned art print website we're stepping up our screen printing output and are aiming to release a limited edition print once a week.
This weeks print is a revamp of the classic uchi T-shirt, "Weapons of Mass Instruction" with a classic New York Times front page from way back in 1944. Only 19 printed, each one with unique variations on color. Available to buy from the uchi website.
We hope you like...

Bristol Bell: A New Typeface

OK, so it's got nothing to do with clothing. We don't care. It's all hiphop nonetheless.

Introducing Bristol Bell. A display font based on the Didone/Transitional style created by uchi typelabs. With reduced contrast between thick and thin strokes and bracketed serifs it's an ideal typeface for display purposes. Commissioned by FruitSalad Photographic Company to accompany a series of posters of the City of Bristol the font had to invoke an industrial past whilst remaining both elegant and robust. A work in progress but here are the capitals for your enjoyment.

Shirt Tales - The Movie

Produced by Criz.E. Productions for Fresh Air Foundations