{"id":808,"date":"2010-07-24T13:59:56","date_gmt":"2010-07-24T17:59:56","guid":{"rendered":"http:\/\/acro.net\/blog\/?p=808"},"modified":"2010-07-24T14:07:22","modified_gmt":"2010-07-24T18:07:22","slug":"co-campaign-its-the-typography-silly","status":"publish","type":"post","link":"https:\/\/acro.net\/blog\/co-campaign-its-the-typography-silly\/","title":{"rendered":".CO campaign – It’s the typography, silly!"},"content":{"rendered":"

As a graphic designer and web developer, I’m well aware of the lack of aesthetics in the domain industry.<\/p>\n

Very rarely do I come across well-designed web sites that deliver and maintain the intended message and retain an identity across the board.<\/p>\n

In a world plagued by cheap labor and designers willing to work for a pittance, quality is a rare element.<\/p>\n

Let’s take logos, for example.<\/p>\n

A logo is 75% typography, the rest is color selection and surrounding elements that define the logo’s overall impact.<\/p>\n

What a logo isn’t: an image, such as clipart, stuck next to a company name.<\/p>\n

That’s called scrapbooking<\/em>.<\/p>\n

But let’s go back to the domain industry.<\/p>\n

I’m impressed by the .CO campaign<\/strong><\/a>; after all, it comes from a group of industry giants located in Washington DC.<\/p>\n

The folks at Pappas Group<\/strong><\/a> – already a bonus point for being a company of Greek roots <\/em>– did an outstanding job with the .CO campaign; the logo, choice of colors and overall approach to what would have been “just another TLD” all contributed to the .CO success.<\/p>\n

I did some scouting of my own and discovered that the primary font used for the .CO campaign was created by London-based Dalton Maag<\/strong> – a creative company with two decades of experience<\/strong><\/a> in font and logo creation. Incidentally, the font itself is called “Co Font<\/strong><\/a>” – a striking .COincidence<\/em> that generated plenty of positive vibes for the marketing team of the Pappas Group.<\/p>\n

A job well done and a lesson in creative design and advertising principles, from the .CO campaign!<\/p>\n","protected":false},"excerpt":{"rendered":"

As a graphic designer and web developer, I’m well aware of the lack of aesthetics in the domain industry. Very rarely do I come across well-designed web sites that deliver and maintain the intended message and retain an identity across the board. 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