2013 in Typography

James Fooks-Bale, creative director at Monotype, one of the world's leading typeface libraries, looks back on 2013 and casts a critical eye over what the world of typography has brought us and what has impressed him across the year.

2013 has been a brilliant year for typography in advertising and media, with type currently enjoying something of a renaissance in today’s digital world where establishing a unique brand voice is more important than ever.

The letter can now travel further through the jumble of mediums than ever before, taking on more meaning, impact, and customisation. Brands and devotees are preserving authenticity, but also enjoying delving into fictional storytelling. Here are a few examples where type is either the leader, or the silent partner in delivering the message.

British Airways: Real Time Type by Ogilvy London

Using custom-built surveillance technology, the type displays the aircraft’s flight number and point of origin on the display, together with information such as ticket prices for its country of departure and the location’s temperature – real time persuasive type

Microsoft: Honestly - Clean and honest type by Microsoft

As the call to action suggests – “It’s new, but you know it”. A very natural, friendly, down to earth approach.

 Whitney – The W-shaped grid by Experimental Jetset

The ‘W’ remains fluid within Witneys new identity, finding itself balanced within the negative space on any given output from signage right through to outdoor.

Masters of Sex – a confident play on glyphs

You see attempts at playful typography regularly, rarely though do you see it done this simply, and convincing

PlayStation 4 – Publicity type by Curb Media

The familiar symbols from the PS console took shape in the form of 72 neon light strips. Patching over the familiar ‘OXO’ lettering for the first time in 85-years.

Independent redesign – by The Independent’s in-house design + Matt Willey + Henrik Kubel

A bespoke type design complements an entirely fresh Independent approach to editorial design.

Expedia – Three letter code by Ogilvy London

Often neglected in the hold, or stripped from the luggage straight after a trip, the heroic three letter airport codes take centre stage in Ogilvy’s campaign for Expedia.

Smythson: Panama by Quentin Jones

Cut and paste illustration and handmade lettering break the mould of the Smythson brand.

Volkswagen – Emergency Handbrake by adam&eveDDB London

A familiar comic language takes over from VW’s polished image repository to help get the safety message through.