Studio Brief 01 - Copy typeface as a redesign

http://eyeondesign.aiga.org/new-financier-font-gives-the-financial-times-a-smart-luxurious-update/

An aspect that is often overlook is purpose of copy typeface. Reading about this article gave me a new perspective on how the copy's typeface can change the tone of voice and surprisingly the overall identity. Furthermore when one thinks about redesigns, it is often associated with the change in the display typeface. In the case for Financial Times, the large amount of copy is effectively their brand identity for a newspaper. And to change the copy's typeface would relate to a redesign in its 'logo'.

The design team behind the change opted for a typeface called Financier, which literal definition is “one who deals with finance and investment on a large scale”. Therefore there is a direct link between the context of the typeface and the context of the newspaper. This is an aspect to consider when forming the content of my publication. To effectively identify the target audience and to cater to their reading style.