Brand awareness will never stop being a big deal, with companies going to great lengths to craft eye-catching and impression-retaining logos. Hello Velocity, a marketing agency based in New York City, has acknowledged that phenomenon of brands holding our attention spans, creating a typeface consisting solely of corporate logos, with many of the businesses that we have highlighted on our website receiving placement in the attractive font.
Dubbing itself “an experimental creative studio,” Hello Velocity has busied itself with many projects, including Piyenji, which it bills as “a curated iOS sticker gallery for digital art.” Owing to its knack for novelty, the team behind the aforementioned typeface decided to rework the alphabet, not to mention a selection of numbers, by honoring notable establishments for their market visibility. Choosing two logos for each letter, except for “h” and “i,” the combination of which it uses for its insignia, Hello Velocity does not shy away from putting before us some of the most recognizable symbols, though Engadget notes that Hello Velocity might soon have to suspend use of the font, given that some of the heavyweights whose logos comprise it might be just a tiny bit upset that someone dared to use their handiwork.
🚨🚨We've made a font for all your sponsored content needs!🚨🚨 https://t.co/uzojVBLT5H
— Hello Velocity (@hellovelocity) August 22, 2018
A visit to the Hello Velocity website reveals that it offers many services and have attracted a good group of clients. With respect to visual appeal (and controversy, perhaps, given the protective nature that companies have for their logos), however, the font, dubbed “Brand New Roman,” wins the day. Its creators say that use of it will ensure that “all your content can be sponsored content, and sponsored by everybody.”
Paying tribute to such titans as Amazon, Disney, Facebook and Pepsi, the font is available for download through the website and comes in color embedded and standard monochrome versions. It will be interesting to see, as Engadget posits, how much grief Hello Velocity takes for putting together the alternative to more customary typefaces, especially since it would certainly be playing the role of David going up against multiple Goliaths. One wonders what the ramifications could be for those who download it, too, since, although Hello Velocity is not blatantly profiting from the font, the represented companies might find fault with anyone who could be using their logos minus what would have to be hard-to-come-by permission.
It may end up being a short ride, but at least it’s a fun one.
