Building an eclectic system: Start with a pairing
If we’re building a typeface system, we have to start with good pairings of typefaces. Sometimes all it takes to make two faces work together is the relationship of one letter to another. This exhibition branding by Jessica Svendsen and Julia Novitch utilizes a great pairing in Bureau Grotesque and Letter Gothic. This is a high-contrast pairing, so much so that it could risk becoming dissonant, but the key thing that is making it successful is that they share characteristics in letterforms like the lowercase “r” in Letter Gothic and the lowercase “a” in Bureau Grotesque. They both have that same, lazy hang to them, like an arm draping off the side of a bed on a Saturday morning. That similarity in letter construction is all that’s needed to make this combination hit home.