the power of design: serifs, sequences and stranger things

At electric, we like to explore trends across a variety of industries and instances in order to keep our work timely and relevant. Recently, we’ve joined in with the #TypographyTuesday trend, where artists, designers, illustrators and typophiles worldwide share typographic inspiration from far and wide via Instagram. For our design team, platforms like this provide a bank of visual challenges to try their hand at. This ultimately results in fresh and exciting work for our clients.

Our creative design team has challenged itself to actively construct typographic visuals one Tuesday a month for #TypographyTuesday, because the proof is in the pudding, right?

stranger things typography

In the spirit of all things spooky, this month’s article delves into the dark side of cult TV. With Halloween just around the corner, and the launch of season two of  Stranger Things imminent (a favourite amongst a few of us creative sparks in the office , myself included), we decided to look into the show’s iconic opening credits.

Cleverly paired with eerie electro music, this introduction is an example of when less is absolutely more. Imaginary Forces put the stellar sequence together and they happen to also be the minds behind the design of the Mad Men and Jessica Jones’ bold opening titles.

With the Stranger Things opening they’ve created intrigue with type in the most simple yet effective way possible. By using an intriguing combo scale and slow movement they build up to the big reveal: the Stranger Things title, glowing red on black.

what’s in a font?

A bit of research tells us that the font itself is called ‘ITC Benguiat’, and is most recognisable from a range of Stephen King book covers. Marketing the show using this typography would therefore encourage horror fanatics to take interest, whilst the retro vibe of the music alongside it appeals to fans of eighties film and TV.

With serifs reminding of fangs that contrast with bold curves, the font choice is arguably perfect for a TV series that explores fantasy, horror and retro themes all at once.

And, with a glow that seems to be the bi-product of an extraterrestrial visit to Twin Peaks, the treatment that Imaginary Forces have given ITC Benguiat has simply accentuated its suitability to the show, turning it into a memorable visual piece that’s sure to stand the test of time.

A video from Vox sheds light on the glow and reveals it was created using an old film format called a kodalith, which produced a high-contrast yet uneven image. The technique is reflected – subtly – in the finished intro sequence.

This is just one example of how typography can set the tone for a TV show or film. From this, it’s easy to see how the same idea can apply to a brand, where every detail of your identity can convey an emotion, evoke a memory or relate to a creative source. Something as simple as your font choice can make all the difference.

Want to learn more about how electric can help build your brand identity? We’re a design agency based near Leeds and can support you with all your design and marketing needs. 

Give us a call today on 0113 285 9087 or visit our contact us page for more contact options. 

And also visit our Instagram page to see the design team’s video using the Stranger Things font.