Pamela Halbert
The Mystery Font that Took Over New York by Ramsey Taylor (2018)

• QUOTE:

  • Typography can attach to a culture. Consumers will analyze something as simple as the font chosen for a business’ name to measure its legitimacy and quality. Examples from the article include how, “pizzerias favor color schemes that recall the Italian flag, or how the names of Irish pubs rely on Gaelic-looking letters, Choc has come to signify Asia.”

• COMMENT:

  • Personally, I dislike this font and how it’s everywhere. To me, it doesn’t show the uniqueness of the business because of how repetitive it is. If a restaurant displays the Choc font, how can I tell it’s different than the other several restaurants with the same font? They merge together to create this undisclosed chain restaurant.

• QUESTION:

  • We as humans like to attach emotions and identity to things we see. When broken down, what are the characteristics of design that compel us to attach a persona to something as simple as a font? What do we see when we look at the Choc font?