September Industry

Slightly ironic that Maag is ranting about how awful Helvetica is in a GF Smith document…?

Not overly enamored with this… Don’t really like the design (what’s with the crazy line-lengths?) and I’m not 100% sold on the font. The s looks like it’s falling back a bit and I think the contrast on the strokes is a bit much in some places… It is obviously better than Helvetica though – those capital Rs are always so disappointing.

The closest anyone has got to the perfect Sans-serif since Akzidenz (in my opinion) is probably Gotham, although Kievit, Akkurat, Din and Avenir come damn close, all for very different reasons.

Apologies for the entirely subjective and non-constructive post.

This has inspired me to create the perfect Sans though… one day

Interesting point Tim, because I know that the personnel at SEA has changed fairly significantly over the past 2 years, to the point where only the creative directors have remained consistent. Looks to have had a big affect on the quality of the work.

Sad because they used to be one of the better agencies out there.

Jane – An interesting opinion, I can’t help but feel that their visual language is too constrained and most of the new work follows such a rigid visual language that you feel you have seen it before. I think one of most significant let downs in their recent output has to be the website which was enormously underwhelming by general consensus and dangerously illogical to use, especially considering its role in self promotion. As for the DM font, they do brilliant work and the ‘breaking down’ of many designers font selection i hope will see some more interesting and diverse results, and must i say a move away from this tiring ‘set style’ still adopted by only a few ex-generation studios.

a well drawn but boring font.
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outdated design, pastiche only serves to cheapen the rich heritage of modernist design a company like SEA so deeply references.