Dear Massimo, how do you choose your fonts?
Dear Massimo, how do you choose your fonts?
Dear Massimo, how do you choose your fonts?

Instruct your designer to make sure that they always stay on brand. Avoid using repetitive typefaces and graphic styles. Simplify as possible — say, sans serif and serif, things we know well, but act today as well as we did when we were young — and communicate with an award‐winning visual language. — Do your research, don’t get too prescriptive on designs Always err on the side of too much detail. The content and message will outgrow whatever the pin is telling us.

LOL, the type selection is awesome; I love the geometric-ness of the last cover of the Instagram post and the homage to a geometric sans or perhaps an alternative but both are equally good interpretations of Helvetica. The identity doesn’t get more serious or official than that… sort of. Still, it’s a strong evolution, design-wise, of a company that I used to know but recently I found myself more surprised than excited about every new redesign since 2006, when the last one on the Winans website was light-years away from an actual logo. So it’s definitely surprising to see a new logo on their website, but I’m sure it’s part of a multi-million-dollar PR push by Beeline, Winans and their client to make the Winans brand known and recognizable across the globe. The logo on its own is strong and iconic but, surprisingly, it’s not the most memorable element of the identity.

Developed by Pentagram, the Winans brand portfolio includes more than 40 licenseses of winemaking equipment, including 97 brand-name packing stations and 335 employee purchase stations. Approximately 2,000 product design drawings annually flow through the Winans system, and design and development are contributed by third-parties including Advanced Marketing Consultants, Birra Moretti, Chartis, DIA, Dreamforce, Editorial, Editorial Studio, Nelligan, Penguin, Rock, Target, and Warehouse 13.

Comments

  • massimo
    Massimo

    September 2, 2020


    The dark and mystic colors reflect the theme of emdash through the use of drop shadows, which make the subjects doubly defined by their negative space.The typography has positive range, too, with the positive letterforms placed in between the darker glyphs.

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