Assistant Professors of Communication from Virginia Tech, Daniel Tamul and Katherine Haenschen, conducted a study where they showed a person’s name written in a variety of different typefaces. In a 2020 article for The Conversation entitled Typefaces have personality - and can be political, describes the ways in which research demonstrates that typefaces do, in fact, influence the way we think about politics and political candidates. In the world of big data and trackable click counts this allows foundries to make extra money when the companies licencing their fonts are (presumably) making more money, while saving companies money whose impressions aren’t as high. For example, one of the world’s largest font foundries, Linotype, offers digital font licencing packages for 1, 4, or 10 million ad impressions. This is similar to pay-per-click advertising that the giants Google and Facebook have pioneered. ![]() He also noted that many foundries are moving towards an impression-based licensing model for their typefaces in digital spaces. Netflix’s brand design lead, Noah Nathan, explained that creating their own typeface provided an opportunity to add an ownable piece that contributes positively to their brand aesthetic. So they created their own using the talents of an in-house design team at Netflix, in collaboration with Dalton Maag font foundry. According to, Netflix was paying literally millions of dollars each year to license the typeface at such a scale. If you have questions about how to use Arial or Times New Roman, please contact the Office of Planning and Communication.Streaming giant, Netflix, used the typeface up until 2018, when in an effort to reduce its font licensing costs, they created their own custom typeface: Netflix Sans. Times New Roman can also be used for text settings particularly when a scholarly or traditional tone is needed. The Arial font should be employed for everyday uses such as letter writing, fax cover sheets, simple desktop flyers, and business forms. The substitute for Gotham is Arial, and the substitute for Sentinel is Times New Roman. You can buy both fonts directly from Hoefler & Frere-Jones.įor Steinhardt administrators, staff, faculty, and students not directly involved with graphic design projects, widely available standard computer fonts have been chosen as substitutions. If you are not affiliated with NYU Steinhardt, please do not request a font license from this website. Your NYU netID will then be activated so that you can directly download the fonts here.įor installation assistance visit Hoefler & Frere-Jones's support page. Make sure you include your NYU netID in your request. To access the font, first request approval from the Office of Planning and Communication. A limited number of font licenses are available. ![]() The Gotham typeface family is available for download only to NYU Steinhardt administrators, staff, faculty, and NYU Steinhardt student designers of postcards, posters, and other publications. Sentinel Book can be used for text settings, particularly when a scholarly or traditional tone is needed. Our secondary typeface is Sentinel. Designers should use this font when a more formal look is required, or in print projects that require extra styles for heads and subheads. ![]() Gotham should be used in most situations, but there may be instances when a serif typeface is needed. For standard text settings, use Gotham Book with Gotham Bold subheads for contrast. The Gotham type family comes in a wide variety of weights, making it useable both in body copy and for headlines and display.
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