Paulo Brandão BLOG
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Like I’ve said: One rebranding a week! Today I saw the new Efacec (one of the oldest brands I remember on my portuguese visual memory collection) Re-Branding on TV. The new ID looks a lot more fresh and dinamic with a more modern typeface (based on Shift Type Beta Sans).
It’s fun to realize that since Brandia introduced massively FF Dax on the Galp Identity, 9 out of 10 ID’s currently uses “Warm Tech Sans Serifs” typography. It’s rather impossible to get away from FF DAx without the “this a Galp alike” syndrome. It’s one of those cases when a Font (without being custom type specially made for the identity) can be totally marked as “used” taking out some of it’s usability on other projects.
This “Flavoured Sans Serif” trend is so intense on current ID scenario that when I start a identity I have some fonts that I wont use anymore (Like the titanical Monotype Neo Sans or FF Fax). Instead try to look out more recent fonts like Storm Etelka or more recently the German Type Phoenica. If you want more neutral fonts with simmilar vibes, ITC Tabula is a personal favourite of mine (never saw it used).
What’s next? :)
