The above advertisement image was found in an article by the website Business 2 Community titled “3 Marketing Lessons from Coca-Cola”. Found at: http://www.business2community.com/marketing/3-marketing-lessons-coca-cola-01117076#Y7gODiQhRGB5VQfd.97.
The advertisement features two contrasting typefaces. This post analyzes the categories and typefaces used and how they contrast one another.
The Coca Cola logo uses script style font. It looks as if it was hand-lettered and has calligraphy elements with the long, curly strokes in the “C”s and how they connect to the next letter. The “C” in “Cola” makes a curly loop that continues through the loops from the “l”.
The rest of the text in this advertisement are a sans serif typeface font. There are not any serifs on the ends of the stokes, as made clear in several of the letters above. The font as a whole is monoweight without any thick to thin transitions; another characteristic of sans serif typeface.
The difference between the typefaces on the separate letters as shown above shows the contrast of structure between the two typefaces. The curly, calligraphy style connections on the “C”s in the script style font in ‘Coca-Cola’ directly contrast the “C” in the sans serif style font in ‘Coke’ on the right side of the page. Same with the differences in the “O”s and the “a”s. There is also a slight contrast of size between the two typefaces. A contrast of weight is seen in the thickness of the strokes in the first typeface and the second.
Because of the above mentioned differences in the two typefaces shown, this ad displays a nice form of contrast. By including the famous script style font that the Coca-Cola logo is known for, the company was able to simply contrast it with a basic monoweight sans serif font. It both complements and contrasts the script font in a basic way. It makes the message easy to read. It also uses script font (which is not typically easy to do) just enough without making the design sickening to look at. That is why the sans serif typeface is so helpful in this contrast example.