Image Courtesy: Adweek


Below you will find an example of how two contrasting typefaces can provoke interest and provide information. The following ad campaign demonstrates a modern, edgy, not afraid to think out of the box feel. October 26, 2009 Adweek Blogs published the captivating self-promotion campaign of Milc agency. The advert below is only one of a three-part series which included the following team members:

  • Antonio Paolo Strategic Planner
  • Giampiero Cito Creative Director
  • Simona Marche Art Director

These great heads do think alike and their clever work has earned them additional advertising showcased on the Adweek blog under creativity found here:


Typeface #1 Sans Serif

The majority of text in the advert above is a prime example of Sans Serif. Serif is a term used to describe the structure of each particular font and the varying degree of thick to thin contrast. The term Sans Serif describes those fonts that do not have transitions. In the advert above the blue line highlights the exactness and consistency of the structure; a defining characteristic of Sans Serif which does not have thick and thin transitions. A perpendicular line was drawn to illustrate the straight vertical line void of stress. The circle above the ‘H’ draws attention to the lack of bracketing and no serif.


Typeface #1 Oldstyle

The Oldstyle font used in the tag is identifiable by its moderate thick to thin transitions. The green line drawn through the thinnest parts of the curved strokes is a clear diagonal which is a common characteristic of Oldstyle font. The tip of the lowercase ‘l’ is circled to bring attention to the slanted serif, a common element of Oldstyle.



The two different typfaces, Sans Serif and Oldstyle, pair nicely together because of their contrasting features. Oldstyle consists of both thick and thin transitions which contrast with Sans Serif letterforms that are the same thickness throughout the entire font. Sans Serif does not slant and is void of stress, which is contrasting to the diagonal slant of Oldstyle.  The Oldstyle is reminicent of handwritten scribes. The Oldstyle unlike Sans Serif will always have a serif which will sometimes curve, also known as bracketing, where the serif meet the stems emulates the strokes once made with wedge-tipped pens.



Typography can create feeling and emotion to any work without reading or understanding the text. Contrast creates visual interest and draws the reader in.




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