Out of the 30 stores featured in the publication, 19 stores (over half) use serif typefaces. This provides a clear indication of the majority of stores using serif typefaces to establish and communicate their visual identities and luxury objectives.
Serif typefaces have long been considered representative of style, sophistication and elegance as a result of their decorative embellishments (serifs). They are able to connote historic foundations whilst also having the ability to appear modern, making many considered as timeless and thus used by major fashion houses such as Alexander McQueen, Burberry, Ralph Lauren, Tiffany and Valentino to name only a few.
Considering the above findings, a serif typeface will be identified and selected to be featured within the publication as I believe this to be the most appropriate to the publication and its content as a whole.
Baskerville
Baskerville, designed in Birmingham, England in 1754 by John Baskerville, is most known for its crisp edges, high contrast and generous proportions. Categorised as a transitional typeface in-between classical typefaces and the high contrast modern faces, its crisp edges and embellishments and long running history have cemented the typeface as a classic. One of Josef Müller-Brockmann's select 9 typefaces, it is considered an elegant, soft yet strong and distinct typeface as a result of its contrast between thick and thin strokes, sharper serifs, and greater consistency in size and form.
Clarendon
A strong British typeface created in 1845 by Robert Besley for the Fann Street Foundry, named after Oxford’s Clarendon Press, Clarendon is notable for being one of the last new developments in nineteenth century typography. The letterforms represented a significant change from the slab-serif 'Antiques' and 'Egyptians' (the earliest of slab serifs) that were so popular at the time, instead reflecting aspects of the Victorian British Empire. Clarendon's bracketed serifs, gentile curves connecting the serif to the body of the letter and heavier weight of line give it a softer and more approachable aesthetic while still appearing dignified and distinct.
Bodoni
Bodoni is the name given to the serif typefaces first designed by Giambattista Bodoni in the late eighteenth century - frequently revived ever since. Classified as Didone or modern, Bodoni's typefaces followed the ideas of John Baskerville and the increased stroke contrast reflecting developing printing technology and a more vertical axis, however were taken to a more extreme conclusion. The typeface bears a slightly condensed underlying structure with flat, unbracketed serifs, a geometric construction and extreme contrast between thick and thin strokes.
Massimo Vignelli stated that 'Bodoni is one of the most elegant typefaces ever designed.' Modern serif designs like Bodoni are most commonly used in headings and display uses and in upmarket magazine printing (often on high-gloss paper that retains and sets off the crisp detail of the fine strokes) however they are more often used in body tex in Europe.
Following the exploration of specifically serif typefaces with British foundations and/or influences to reinforce the location specific content (Bond Street, London, England), I have concluded that Baskerville is the most appropriate means of typographic deliverance in the Bond Street Brand Directory publication.
Clarendon, while undeniably British, has a heavier appearance lacking the diversity and contrast of line weight that the publication requires in order to effectively represent the luxury elegance indulged in by the publication's featuring stores.
Bodoni, though considered to be 'one of the most elegant typefaces ever designed,' bears perhaps to extreme a contrast in weight of line for use as the publication typeface and the information is delivers. This typeface is also merely inspired by the British typeface Baskerville, and therefore lacks the authenticity to content and contexts of the book.
Baskerville on the other hand effortlessly represents the craftsmanship of the featured stores and the diversity of their beginnings through its transitional properties, crisp edges and character formations.
Elegant, soft and yet strong and distinct - Baskerville signifies and aids realisation of the publications luxury intensions. Further reinforcement for the choice of this typeface comes from its date of creation in the 1700's (1754), during which time Bond Street was being created and establishing its beginnings in becoming the haven for gracious living it is today.
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