Retrieved from: https://www.adsoftheworld.com/media/print/nba_the_finals.
Advertising Agency: Goodby, Silverstein & Partners, San Francisco, USA
Published: August 21, 2009
In the 2000s, the NBA began campaigning for the playoffs with the slogan Where Amazing Happens. This print ad furthered the campaign for the NBA Finals by paying hommage to NBA superstars of the past. Notable players like Larry Bird, Magic Johnson, and Michael Jordan are featured in the center of the ad. Using only two lines and two typefaces, this ad leaves a memorable impression on its viewers. Below, I will analyze the two typefaces by describing what gives them their identities. Following the analysis, I will specify what elements make them contrasting.
Typeface #1: Sans Serif
The word “sans” en français means “without.” The three numbers in the graphic will help us identify the characteristics that make this typeface fall into the sans serif category. Examine example 1. ‘W’ is one of the largest letters in the alphabet which means there is more to examine than say, an ‘I.’ If we look closely at the stroke sizes, there is virtually no thick to thin transition. The thickness is consistent which is also known as monoweight. This is one of our first identifiers signifying that this typeface is sans serif. Examine example 2. There is no projection at the end of the stroke of the ‘G’ in the corner or the center. This typeface is without projection; in other words, it is sans serif. A third characteristic of sans serif typeface is the absence of stress. Stress can be found by drawing a line through the thinnest parts of the curved strokes Examine example 3. In the letter ‘T’ and all other letters of the typeface, there is no area that is thicker or thinner than others. No diagonal or vertical stress can be determined.
Typeface #2: Script
It doesn’t take a graphic designer to notice that the second typeface is drastically different from the first. It’s stunning. Look at example 1. The long curved stroke of the ‘F’ looks like professional calligraphy. Examine example 2. An elaborate serif darts off at the end of the stroke. In example 3, we can see that the ‘l’ pursues a slanted direction in typical cursive fashion. Examine example 4. Not only is there an emphatic serif, but we see a clear thick to thin transition in the stroke. One thing is for certain: this is completely opposite of a sans-serif font. Because it appears to be hand-lettered with a calligraphy pen or brush, this typeface can be identified as a script.
Contrast
Contrasting typefaces should complement each other. In this case, they succeed. Examine example 1. On the first line, the entire phrase is capitalized. Not a single lowercase letter is used. On the second line, only the beginning letter of each word is capitalized while the remaining letters are lowercase. This is a contrast of form. Examine example number two. The first line of text is perfectly straight. Vertical strokes are perpendicular to the flow and direction of the text. On line two, we see that the strokes slant upward. This is a contrast of direction. Now examine example 3. The two ‘s’ letters could not be more different. The first line has no thickness transition, is sans serif, and is a block letter. The second ‘s’ has a clear thick to thin transition, contains an elaborate serif, and is written in cursive. The contrast between these two typefaces is evident.
Conclusion
Though they are just two lines of text, these contrasting typefaces play an important role in the design of this print ad. Their ability to work together leave an impression on the the minds of the viewers. Careful placement draws the readers eyes to a specific position on the page. Written in all capital letters, the sans serif font simply and clearly asks “Where will amazing happen this year?” With further examination, a typical NBA fan realizes the history and amazing contributions that every superstar depicted in this ad has made for the game of basketball. The response to the previously asked question is found in the second line of text. An elaborate script with stroke transitions and curling serifs provides the answer. The Finals.