EOYS Branding - Typography

For this visual identity, the typography used within it is essential to convey the correct tone of voice. Leeds Arts University is a creative, friendly and experimental environment, and this could be conveyed in a more decorative, fun or experimental font. However this campaign also needs to demonstrate how the University is an esteemed, well-regarded place of learning, these aspects would be better communicated in a serif font, which has more of an intellectual tone of voice. This could also be communicated through a sans serif font which can impart a modern and rational tone of voice.Ultimately when these 2 factors were taken into account, a group of typefaces were picked out which which were a happy middle ground. One font in particular which stood out was ‘Moret’ - this typeface is bold and engaging but at the same time quite rational and has a classic feel to it. It’s geometric and angular serifs tread the line well between a more intellectual serif font, and a contemporary sans serif font. 



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