Typography in our Shopping

Many conclusions can be drawn from looking at the typography that is used on the GAP’s store sign. The letters are tall, slim and capitals, almost as if they were stretched upwards. The font looks like a mix between Britannic and Didot. The letters are white on a navy background, which makes them stand out even more. The kerning (space between each letter) is a little more than normal so I’m thinking it might be around a nine. I believe this is the correct font and layout for this particular clothing store. The font is sophisticated, yet classic. It looks ordinary, however it’s not plain. This particular font has serif (the little feet on each of the letters). The font of the logo reflects the GAP clothing. Neither the logo nor the clothing is particularly trendy, but it’s not dull either. All the clothes have a very preppy look to them, just like this font does (it is tall and slim, and of course with the serif). The clothing will be in fashion for longer than one season. The logo too will stay in fashion; it will remain classic forever. This sign also addresses a particular target market. Anyone no matter what age, is welcome in the store; there is clothing for everyone (babies, children, teens, adult men and women). People who are looking for this type of clothing - preppy, with a mix of dressy and casual - will be drawn to the GAP by the store sign. Also, the best place to get a nice white t-shirt and a pair of jeans is at the GAP. This can be represented through their sign as well. The colour of the font is white (t-shirt), and the background colour is navy blue (jeans). Also, the name of the store, GAP, is short and to the point; it’s easy to remember and recognize.

http://www.jmorganmarketing.com/wp-content/uploads/2009/09/the_gap_clothing_store.jpg

Aritzia uses a combination of the fonts “Curlz MT” and “Script.” The font itself is very fussy and detailed. It’s stylish and trendy. It is sans serif and the kerning is normal (it's at a zero). I find it is effective, because like the GAP, the font used reflects the product. All the clothing is very “in.” The stock is constantly changing to keep up with the newest styles. Their clothing is very expensive and chic. The typography isn’t glamourous, yet neither are their clothes. They sell casual but extremely stylish and cute things, just like this font portrays. I believe it's effectively attracting their target market. The font is curly, and looks like free-hand writing, which can suggest movement and flow. This would be depicted as ‘girly.’ They only sell clothing for females, which is fine because males would not likely be as attracted to the store logo. Just by looking at the font and name (even if you had no idea what they sold) I’m sure most girls ages fifteen to thirty would be attracted to the store. I know I am!

http://www.seenataritzia.com/image/logo_aritzia_full.jpg

I’m not too sure what font is used for this Barbie logo, but it's something very 'girly' yet easy to read and identify. It’s in a very easy form of cursive writing. The font size is big and the letters are bright pink. I’d say this font is sans serif; no letters have “feet.” The “i” is dotted with a big dot which represents girliness and cuteness. The kerning is normal with a level of zero. I believe this logo is very effective. The fact that it is hot pink automatically draws any young girl’s attention to it. When children are young the colour pink is associated with girls. Just because it’s pink any little boy would stay away from it. The letters are clear and therefore easy to read for anyone at any age, especially very young children who are just starting to learn how to read. The font is very identifiable and easy to recognize with the big swirling “B.” Also, not many companies who are targetting small children use cursive writing; that’s why “Barbie” tends to stand out on the shelves. The style mimics handwriting, which could imply adulthood. Just like the actual doll; Barbie looks like an adult, not a child. Through this, little girls may also feel more “grown-up” if their toys represent some aspects of adulthood. Even girls who can’t read can recognize certain letters. Because the font is a bit swirly; it represents “girliness” and sweetness. Also, “Barbie’s” writing has been the same for more than 50 years. The typography of “Barbie” has become an international trademark.

http://partyworlduk.net/shop/images/BarbieLogo1.gif