Big business using lower case to make friends
Big business is increasingly using different type faces and fonts to show a more friendly face to customers.
Research by lecturers on UCOL’s Bachelor of Applied Visual Imaging (BAVI) programme have identified a new trend in
typography in the rebranding of corporate businesses. Lead researcher Rachel Hoskin says many now use lower case in
their signage and other branding to increase their appeal.
“This includes Telecom, BNZ, AMI, Kiwibank, Postie Plus and Ballantynes. Their use of lower case is aimed at
communicating a more accessible, informal and relaxed image to their customer base.
“For example, the BNZ logo uses a softer, friendlier, lower case font, more in line with the cute little piggy in the
advertising campaigns, rather than the image of a hard-faced corporation.”
The BAVI research team set out to observe trends in typography during a road trip to 43 towns to document signage
uniquely kiwi signage. Award winning photography Lecturer Ian Rotherham took the photographs while Ms Hoskins and Senior
Lecturer and social anthropologist Dr Mandy Rudge did the observation and analysis.
“There’s surprisingly little knowledge available on business signage, in New Zealand or overseas,” says Ms Hoskin. “But
knowledge about contemporary trends is needed by current and future generations of graphic designers.”
The research expedition took three weeks, in communities from Wellington to Whangerei, covering 1,265 businesses and
3,177 images. “There were some surprises. It’s common knowledge that towns and cities are branded and actively marketed
with certain characteristics. Bulls has its take on its “Un-for-get-a-bull” name, Napier is known as the art deco
capital of the world, Wellington thinks of itself as the country’s creative hub.
“These brands don’t necessarily mean that marketed identity and signage is unified. For example, hardly any businesses
in Napier use the art deco style in their signage typeface.
“On the other hand, signage in the creative town of Greytown in the Wairarapa used a wide variety of colour, font and
style, generating an impression of diversity and creativity. And areas such as Cuba Street in Wellington and Karangahape
Road in Auckland were highlights because of the diversity of the signage and the creative designs and materials used.”
Ms Hoskins says the team also appreciated some of the quirkier signs they discovered. “We liked the roadside sandwich
board saying “Last Cheese for Miles” in Puhoi and the pharmacy in Waverley whose startling signage used a racy typeface
more associated with an 80s car parts shop than chemists.”
Photographs of signage taken during the research project will be on display in Palmerston North in an exhibition at
Square Edge, opening Friday 16 March.
UCOL’s Bachelor of Applied Visual Arts programme includes typography in its subject areas of photography, graphic
design, web/interactive design, animation, video and illustration.
ENDS