Type can reveal a lot about what a message is trying to convey. Sometimes, type styles can even say more than the text itself. I've noticed a trend in London storefronts and the styles they choose. Generally, serif typefaces signify an "old school," classic feel. Almost every pub in the area uses an oldstyle typeface on its storefront. Sans-serif and modern styles, however, create a sleek and simple feeling. Most trendy coffee shops and cafes will use a sans-serif typeface with a monochromatic design. Here are a few examples of signage around London that rely on type styles to portray a certain mood or message:
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| This is one of many pubs whose storefront features an oldstyle, all caps typeface. I've also noticed that gold text on a black backdrop is quite popular among pubs. |
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| This is a great example of a trendy, minimalistic design. The period at the end of "EAT" makes it especially poignant. This is a very effective use of a sans-serif style. |
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| Although this would be classified as a script typeface, the simplicity of the design portrays the same sleek feeling that many establishments accomplish using a sans-serif typeface. |
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| I actually found this sign last weekend in Edinburgh. The entire interior of this restaurant, Wannaburger, reflected the simplicity of this sign. |
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