High and Low: A Cool and Trendy Display Typeface
I recently had the pleasure of working on a rebranding project for a local café, and I decided to test out High and Low, a new display font that's been making waves in the design community. From the moment I opened my blank brand board, I knew this font could be a game-changer.
First Impressions and Visual Characteristics
High and Low is a contemporary and fresh display font with a unique personality. Its clean lines and bold presence make it stand out, giving any design an instant modern edge. The font's geometric shapes and balanced proportions give it a sleek, almost futuristic feel, which can be both eye-catching and versatile.
Testing High and Low in Logo Design
The first thing I did was try High and Low on a logo concept. The café's name, "Morning Brew," needed a font that would convey a sense of energy and modernity. High and Low fit the bill perfectly. The letters' sharp edges and strong verticals gave the logo a dynamic, almost architectural feel. It was a stark contrast to the more traditional serif and sans-serif fonts I usually use, and it definitely made the logo pop.
Brand Identity and Packaging Design
Moving on to the brand identity, I used High and Low for the café's packaging mockup. The font worked beautifully on coffee cups, menus, and even the signage. The clean, bold letters made the brand name easily readable from a distance, and the overall aesthetic felt both professional and inviting. I also experimented with using High and Low for product labels, and it added a touch of sophistication and modernity to the packaging.
Social Media and Web Design
In today's digital age, a font's performance on social media and web design is crucial. I tested High and Low on various social media graphics, including Instagram posts and stories. The font's strong, clear lines made it perfect for short, impactful messages. For the café's website, I used High and Low in the hero section, and it created a striking visual impact. The font's readability and boldness made it ideal for headlines and key messaging, drawing the viewer's attention immediately.
Font Pairing and Practical Considerations
While High and Low is a fantastic display font, it's important to consider its limitations. For longer body text or more formal corporate use, it may not be the best choice due to its bold, geometric style, which can affect readability at smaller sizes. However, it works wonderfully as a headline font, accent font, or for short, impactful phrases.
When it comes to font pairing, I found that High and Low complemented a variety of other typefaces. For a more classic look, I paired it with a serif font like Garamond. For a modern, clean aesthetic, a sans-serif font like Helvetica or Proxima Nova worked well. The combination of High and Low with a script font or handwritten font added a nice contrast, creating a balanced and visually appealing design.
Before using High and Low in any client work, it's essential to review the commercial font licensing. This ensures that you have the right permissions for using the font in brand identity, packaging, templates, merchandise, websites, and other commercial projects.
In conclusion, High and Low is a versatile and stylish display font that can elevate any creative project. Whether you're designing a logo, packaging, or social media graphics, this font adds a modern, fresh touch. Just remember to test it thoroughly and pair it thoughtfully to make the most of its unique character.
