Advertising: Gothic or Helvetica? For Brands, Fonts Help Tell a Story
Supported by Media Gothic or Helvetica? For Brands, Fonts Help Tell a Story Photo The font used for the title of the Netflix hit “Stranger Things” has become a online phenomenon of its own. Credit When ads for the Netflix show “Stranger Things” first appeared in 2016, the glowing, blood-red, unevenly shaded font that spelled out the title told viewers exactly what they could expect. The retro typeface — and a haunting, one-minute title video — became synonymous with the supernatural thriller series and, as the show gained in popularity, memes centered largely around its instantly recognizable title have become plentiful.
“You’re dealing with text and how people respond to the font,” said Peter Frankfurt, executive creative director on the “Stranger Things” project and founding partner of Imaginary Forces, a visual storytelling and brand strategy company. “None of us ever conceived this would ever be the phenomena that it is.”
Hollywood has long known this marketing trick, with mov..