The Expensive Type

摘要

Perhaps a rose by any other name would smell just as sweet-but what if that name were written in the Comic Sans font?Typographic logos are tricky things: They can communicate trust or chaos, make you look smart or clueless, and come across as expensive or cheap. If the name belongs to a company that stands for heritage and quality, getting this right is serious business.Shortly before London Fashion Week this fall, Burberry Group Plc unveiled a new version of its logo before the first runway collection under new Chief Creative Officer Riccardo Tisci. The old Burberry word mark hadn't changed much since its "equestrian knight" was registered more than loo years ago. It looked like something chiseled into the side of a venerable government building-slender and delicate letters, airily spaced with officious serifs.