Week One| Susan Mihalick

As an advertising major, I took special note of the "logotypes" section in Lupton's Letter chapter. I realized in reading how some of my favorite logotypes actually come from the covers of playbills, and the signs on Broadway, and not only from the big name brand products. Theatrical performances need to choose or create typefaces and logotypes that will serve as a continuation of the show’s story. Because theatre is a creative enterprise I believe that some excellent examples of creative typography come from the covers of show playbills and marquees.

I have seen great examples of this recently. The musical, In the Heights utilizes types’ ability to communicate a message. Although some graphics aficionados may hate the choices this designer made with this logotype, because of its rough, unfinished design and use of non-alignment, I believe that because this seems to not work, it does. It’s made up of sans serif fonts that are clear and commercial looking. The intent of the logo is to appear to be a business sign that could be found hanging in the setting of the show, Washington Heights, New York. The coloring and texture of the lettering is played with to give it a distressed, and worn appearance. The design is not aligned or a “perfect”, but it does have an authentic style and appropriateness for its use. This logotype would definitely not work for any other show out there. However, the designer has truly captured the gritty, “street” essence of this show all in the lettering of the title.

Another example from musical theatre comes from Beauty and the Beast’’s logotype. I believe what could be considered a “transitional” or “humanist” style serif type is used. The font evokes calligraphy, and has an old world charm that connects to the nature of the show. The designer chose to kern the letters to fit within each other and overlap at some points, while still making the letters appear to be a “perfect”. Like in the In the Heights logotype, the “beast” in this logotype has texture added to it, to enhance the primal, animalistic intent of the word.

These examples of logotype on Broadway, prove the power of lettering and type as a communicative force.