One of the most recognizable names and logos in music, Fender has been around since the late 40s and and became popular in the 50s and 60s with the rise of rock and roll. The typeface Fender uses seems to reference that era as it looks like this typeface would be found on the sign of a 50s diner. I think that aspect works in Fender's favor, because Fender as a company is all about achieving the traditional fender sound from its guitars and amplifiers. The smooth, cursive letters seem to emphasize smooth tone and style. It's not the most readable font, but with the logo a company is going more for recognition. The enlarged and bold "F" is what clues the viewer that it's fender. The rest of the word appears to be tucked under the F's crossbar. The word ascending to the right is how it looks on the headstock of their guitars. The ascending "Fender" reminds those who see the logo of what the company produces. One of the amazing aspects of this logo is that its as fashionable now as it was 50 years ago. Many people wear t-shirts with the logo on it. Going for a nostalgia looking typeface can sometimes work, but when the typeface survives the test of time and is still cool, that's the sign of it being well chosen.
Matt,
ReplyDeleteGood observations all around! The script and arrangement do give a vintage feel to the font, and that communicates quality sustained over time.
I liked your point about good design being timeless. Next time you're in a national park, pick up the guides - there's a uniform system that Massimo Vignelli designed decades ago which still works really well today!
Cheers and keep up the good work,
paul