This thought has come up to me over and over. Being out in the field for a long time, I tend to feel the need to reinvent myself from time to time. I get bored with how I present myself and need a change. One of the most prominent parts of my identity is the typeface I choose to represent who I am. Currently I have some inconsistency issues. My website uses House Industry's League Night. My stationery uses Tarzana and Trade Gothic. I have a logo on my website, no logo on my stationery. Heck, my business cards were done ages ago, use Futura and have a logo long since defunct. (I don't have the heart to throw out perfectly good business cards). So much for presenting a united front.
This inconsistency is now an urgent issue as I move forward to make myself an LLC. A Limited Liability Company is a way of creating a company without going for the big guns and incorporating. It's good for smaller businesses with partnerships or sole proprietors. The biggest advantage is that it protects my personal money from my business money if I get sued. I've grown significantly and am now dealing with some large clients, international suppliers and huge dollar amounts changing hands (too bad it's not going into my hands). It's time to protect me, my personal finances and my business finances. With this new stage of my business comes the necessity to create a business name, have official stationery printed, etc. Here's my dilemma. Who am I if I were a typeface. There are so many I adore, have crushes on, rely on for the tried and true that I have no idea which one represents me. I don't want to have to re-do all of my printing every two years when I get bored with my choice. I want the one true font that is my soul mate, my love, my partner, the one who will never let me down. It's a tough choice.
Take our candidates, for example. As the political arena heats up particularly today in Pennsylvania for the Democrats, I couldn't help but notice the type choices the candidates have made to represent themselves. What does it say about them? Personal feeling aside, what do these typefaces say about a person? (PS - I'm not asking or looking for any kind of political debate, I'm looking at what the typeface represents.). And before I give my thoughts, let me preface this by saying I do not affiliate myself with any party. Viva la independents!
McCain - It conveys strength, power, solidity and the confidence that this person has no doubt he is right for the job.
Obama - This person is sophisticated, refined, confident but not overly so. This person feels a sense of order and has a friend who is a skilled designer who understands kerning and proper tracking. The darker blue also exudes strength and serves as a nice contrast to the sun mark.
Clinton - The choice of upper and lower case is softer, not as forceful as all uppercase and, in my opinion, not as confident. This feels more feminine for good or bad. The waving flag, while modernized, is an uninventive/uninspiring icon and could use further exploration. The for President feels forced into the space and the entire blue area could use some breathing room.
What is your opinion of what the type choices represent? (again, please no political based comments!!!) If you had to choose, what typeface would represent you if you were running for President? Which would you choose to represent yourself as a designer? What does that choice say about you?
Bonus question for giggles- I need a name for my LLC. While I could use my own name as I have been doing since I started freelancing and just tack LLC on the end of it, I can't help but be tempted by the thought of a cooler sounding name. Something that makes clients want to hire me for name alone :)