The Wide is easiest to parse at very small point sizes, when the eye can see more of a word at one time. Druk Text Wide pursues the same strategy, but works better for labels and subheads than captions. Setting a whole page in it might wear out its welcome, but it could thrive in many briefer contexts, aided by four weights and italics.
Comparing them to the original Druk, however, I was struck by how drastically their designer, Berton Hasebe, has moderated their proportions.ĭruk Text is shockingly easy to read for its width, thanks to its ample spacing and relatively open apertures.
My first impression was how extremely condensed and extremely extended these typefaces are, and I found it hard to imagine using them below headline sizes. They are named “Text” and yet, in an apparent contradiction, Commercial Type’s specimen states that “Druk Text is a display face designed for small sizes…” But the new additions to the Druk family, Druk Text and Druk Text Wide, are outliers. One group is designed for small sizes, the other for big everyday workhorses versus once-in-a-blue-moon spectacles.Ĭommercial Type’s Druk clearly fits into this scheme as a display face: Tânia Raposo’s review last year appropriately centered on the word “extreme”.
The typographic duo provide both functional and character alongside Snog’s portfolio of photography, letting the work do the talking without being lost and forgotten in the background.It’s easy to sort typefaces into broad categories of useful text faces on one hand and exuberant display faces on the other. The meaning is further clarified by A LINE’s choice of colour, with a vibrant red chosen to make the ‘O’ look more like a pair of lips and dial up the sense of passion.ĭruk’s place as Snog’s primary typeface is complemented by the supporting choice of Grilli Type’s GT Zirkon – a workhorse sans serif optimised for uses at small sizes. The concept represents the approachable personality of Burch and her team while subtly hinting at the meaning of the term ‘ Snog’ for the company’s predominantly US audience, particularly in motion. Choosing Commercial Type’s Druk to bring their concept to life through the company’s wordmark their solution utlises the flexible widths of the typeface to portray a “cheeky and passionate snog” through the letter ‘O.’
DRUK TYPEFACE UPDATE
Having worked with some of the world’s most well-known brands, artists and publishers, from Givenchy and American Express to Ariana Grande and Vogue, they sought an identity update to better reflect their position.Ĭommissioned to make it happen, London and San Francisco-based design studio A LINE found inspiration in Snog’s name – a slang term for a kiss originated in the UK. Established in 2008 by Deborah Burch, Los Angeles-based production company Snog provides a meticulous service across all aspects of photography, video and commercial shoots, including, but not limited to, budgeting, casting, locating scouting, catering and travel coordination.
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