BEER

So, over the course of this semester if been apart of the design team for Erudition BrewWorks at FGCU. You may not have heard of them just yet, but hopefully you will very very soon. In any case, you know the drill, lets talk fonts, specifically Futura. I’ve grown to love Futura over these past 15 weeks. It is a fantastic font with extreme versatility.

Let me quickly run through the design process for this project so you can maybe understand why I’m so fond of it. We met before Summer of 24, and agreed to start this semester. It was pretty clear to me that Dr.Reilly didn’t really know what he wanted, but that he wanted something better than what he had. That was a-ok with me, but after 2ish weeks of fumbling around, he mentioned he wanted an old school vibe and a more medieval take on a beer label. When I heard that, I knew it was a fantastic idea.

But this posed a very interesting problem; legal. The US government requires all cans to have legible marking on them. Ok, that’s great, but that’s pretty vague. What they really mean is to make it legible enough so that someone whose completely wasted won’t mistake a 3.5% Ale with 35% Vodka. A blind squirrel has to be able to read all the small markings if need be.

By week 7 we were pitching upwards of 30 fonts a week to him, and nothing was sticking. It always delved into “i like this bit” or “This curls nicely but I’m not sure i like X”. It got really tiring really quickly, until like an old candy bar at the bottom of a Halloween bucket, Futura graced it’s heavenly family upon our team. 15 Weights, Each with their own bold and italicized versions. As you can see above, it fits very nicely with the design. Not too flashy, not too prominent, and it fits with the theme without taking away from its legibility. It is a fantastic font.