David Berlow tells us about his design process and how he sees the future of fonts.
The main thing when designing something is always to trust your instincts. A common challenge over the years has been reinforcing what the client has said and conveying those feelings within the design. It’s about being able to execute this feedback from a client while educating them on how best to express and emphasise feelings through fonts. I’ve been lucky enough to work with many type designers who can do this.In 1992, I created a series of typefaces for Apple Inc.
Another thing that’s changed the industry is publicity and marketing – you could be successful without attaching your name and brand to the fonts – they were very much seen and valued as their own thing. I don’t think the design has changed a lot – the readers are still the readers, but we’re experiencing fonts through different platforms and technology, which means we now have to make a lot more fonts available!How can type designers stay relevant in the digital world?
The application of AI will mean a significant change for the industry, whether we like it or not. It’s about working with partners and clients who are also equipped to deal with these changes. That said, it’s essential to ensure design and quality are the focus, not the technology. The more type you draw, the more you learn about what you need to do to be a serious contributor.
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