Type Design: Dancing With The Stars



I guess this will serve as another of my type nits, but so be it. Type design is one of my pet subjects. Back in design school when I learned about typography and how, in a good type design, letterforms interact with one another, that fascination never left.

So, like in a recent column when I compared TV news programs’ mastheads, here I am again chewing up another.

I don’t know why a high profile television show can’t hire a decent type designer. They can hire a good host (Tom Bergeron) and co-host (Erin Andrews), and the top dancers in the world. But the producers of the show must be largely ignorant of type design. Either that or they had rushed this through at the last minute and just left it the way it was.

Let’s look at the main image, top left, followed by the graphic version. The designer used Helvetica LT Standard Black, a well-used font, but not really a premier font for any kind of distinguished design. It’s too mundane for a show like this. Maybe someone at the show stipulated a very readable font for this (I can think of twenty fonts just as readable and twice as elegant), but we’ll deal with it the way it is and still improve it.

In looking at the graphic, notice how much the designer tightened up the letterspacing. That’s OK in a super bold font such as this, but also notice the inconsistencies: the differences in “an” and “in” in the word “dancing”, and also the “ar” in “stars”. These should all have the same letterspacing, yet not so.

Then look at the two main words and how they work together. I’m looking for a coupling, a relationship starting point. But there is none. And with line spacing this tight—literally overlapping—this makes letterform relationships more obvious, or not. Notice also that “stars” is slightly larger in point-size than “dancing”, although I’m not certain just why that is. It does not help the design.

I have solutions in row 2, and a more embellished solution at the end.

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