Anyone who’s ever read my column knows that one of my biggest nits is letterspacing. Ever since I was first taught proper letterspacing in design school, I couldn’t let go of it. Even now I see bad examples everywhere, and there’s no reason for it to exist.
Some of you may say, “Well, that’s the font. It has spacing like that.” Nope, I say. Too bad. Fix it.
I saw an ad the other day on TV touting the services of a local air conditioning and heating firm. And I couldn’t believe my eyes. I thought maybe it was a glitch in the television transmission of the signal. But when I visited their website, there it was: the spacing in the name “And”. It’s just three letterforms and they couldn’t get it right—the giant space between the “n” and the “d”. With just three letterforms, this is certainly not the fault of the font.
I hope they didn’t pay big money for this gaffe. Worse, even if they didn’t, they can’t see it. It’s displayed all over their broadcast area. Do they do work like this, leaving gaps in their installations?
The designer of the logo did this: he/she took a design feature of the Avant Garde font—the cap “A”—and applied it to the Helvetica Bold font for this design. They didn’t quite get the right stem of the cap “A” to a perfect vertical (they didn’t shear it quite enough), but the intent is obvious. He/she liked the angle it presented, adding the snug “n” to it. But just where in his/her mind the “d” fell off that train of thought, I’m not certain.
If I were teaching a class in typography, this error would’ve received an F. And, folks, it ain’t the font.
In looking at the website, you can see the same error on their trucks. Very nice.
You see this kind of thing everywhere. And from reputable firms all over. In some cases the font is to blame. But that’s still no excuse. Thing is, if you don’t know that something is wrong, and there’s nobody around to point out the gaffe, then how are you going to learn? And then this type of thing will continue.
The way I see it is this: either these places hire people to design their logos who have no knowledge of type design, or they don’t care.
Setting type in a word-processing program is different than doing type design with a design application. The bottom image shows what happens when the font or something else is to blame. The space between the second “a” and the “t” in Manatee is too great. My guess is that whatever software or computer platform the Manatee County government is using to design their forms is not using the font’s natural letterspacing correctly or the person typing this did not use the auto-kerning feature available.