(x) Levi's Go Forth Campaign Font - hand lettered in-house {Mara}

dirtcastle
9 Oct 2009 — 3:04pm

Surely hand drawn.

1. each letter is unique
2. Levi's has the money and experience to hire good designers
3. there are actual brush strokes in the artwork

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theorosendorf
9 Oct 2009 — 4:38pm

That's what I was thinking. Thanks Eric.

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bowfinpw
9 Oct 2009 — 9:04pm

I agree with the conclusions, but have you noticed how this style of lettering is currently popular? I'm also thinking of the promos for the movie "WHERE THE WILD THINGS ARE", as well as other advertising work. Stewf has probably built a list of random-looking casual printed fonts. (My list would include Randumhouse, Orion, Rats (w/alternate), Outhouse (w/alts), New Gothic Light, Mother Goose, Manosk First & Second, Tree Persimmon, Coffeedance, Avril, Arvigo, Swimsuit Boys, Cilantro, and Spaghetti Western)

- Mike Yanega

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Stephen Coles
10 Oct 2009 — 12:37pm

It's a little more on the friendly, polished side, but you might dig Duffy.
More sketched fonts.

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dirtcastle
10 Oct 2009 — 3:30pm

Stanyan is nice.

I think the popularity of this style and the sign painter style is that young people, in particular, respond well to authentic, one-of-a-kind, hand-drawn writing and art. There is an authenticity to handmade stuff that's harder to get with an all-digital approach.

And the funny thing is that it's almost always easier to actually draw/write this style by hand than it is to search for a "handwritten" font. Out of the thousands of handwritten fonts, only a few do it well. And they are all so particular. Each handwritten font has its own distinct personality.

BTW, isn't Spaghetti Western a fat face Egyptian?