Contrast in Typography
Minneapolis-based Fallon created these outdoor boards for Chicago-based Nuveen Investments to promote its sponsorship of the baseball team. The work celebrates the deep loyalty, tradition and mystique that exists between the team and its fans. The boards are located inside Wrigley Field around the luxury boxes.
Fallon is a “fully-integrated creative, media and production agency, headquartered in Minneapolis with offices around the globe.” according to their website. They employ over 115 creatives between 5 locations. This Cubs ad is one of seven billboard ads commissioned by Nuveen. I found the ad on the Communication Arts gallery in advertising. www.commarts.com/gallery
This all caps, sans serif font is easily identified because there are no serifs attached to the ends of each letter. In fact, this font has so many characteristics apart from just sans, that it might even be considered decorative, owing a lot to the blocky geometry of each letter. Nonetheless, it functions as a sans serif typeface.
The second typeface used is a script. The connected, fluid, cursive style of this type qualifies it to be a script, and it clearly contrasts the block style of the sans serif.
The two typefaces working together creates an interesting composition that is engaging. Because the types are so different, it causes a viewer to pause and read what is written in order to understand. It is both elegant and bold, sophisticated and athletic, as well as optimistic, which is an effect that Cubs fans hold tightly to!