“Fonts have personality,” said Jennifer Barbour, brand design and identity director at Intel. “It’s how we navigate through the world. You never notice a good font, but you definitely notice a bad one.”
Which is why the company, along with design agency Red Peak and U.K.-based font foundry Dalton Maag, worked more than a year to create a proprietary font, Intel Clear. It was formally introduced in April, though some variations for some non-English languages are still in development.
The move to a digital world has brought fonts back into focus for many marketers. What works in print doesn’t always transfer well to desktops, tablets and mobile devices. Different screen sizes with varying resolutions and scalability can be an issue, and certain font designs don’t translate well into foreign languages. And for big brands, fonts can be expensive, since digital-licensing fees are often calculated by web views.
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