Why did Brian Wilson use Cooper Black on the cover of Pet Sounds?
Why did Obama use Gotham for his election propaganda? It has long been
apparent that typefaces reflect the character of the person using them,
and that type choice, as well as the words that are typed, is a
powerful conveyor of meaning.
At Pentagram, we wanted people to be able to understand that meaning properly and use it more consciously. Hence our ‘What Type Are You’
application. Researched over seven years with a team of 23 academics
across Eastern Europe, ‘What Type Are You’ asks the four key character
questions of our day, analyses your responses in exceptional detail and
recommends one of 16 typefaces as a result.
The recommendation is sometimes controversial but always unerringly
true. Said one respondent, “At first I felt angry when I was told my
type is Pistilli Roman but two weeks later, I was completely reconciled
to it. Now I wonder why I ever thought I was a Gill Sans.”