I

chose the font 'Lemonade Stand' as my predominate font. This font was chosen
specifically for its handwritten look. The handwritten look of it gave connotations
of lofi and amateur levels of production. It
reinforced the D.I.Y aspect of my music video and
the digipak. In particular, this font's simplicity and
ease in its use of capitals rather than a skilful use of
well-established serifs and the conjunction of
letters, meant that it rejected the clean refined look
of mainstream products such as Beyonce's
Lemonade. It instead projected the same feelings
that a text like Ed Sheeran's 'Loose Change' EP uses.
The simplicity of individual letters standing apart
and the simplicity behind the font's structure
creates an amateur aesthetic, representing the
image that both Ed Sheeran and I are trying to
convey; the generic demands suggest that an
aesthetic should derive from a fresh, innovative and
original look which often denotes the freshness of
that artist to the industry. Thereby, I chose to
represent this freshness through embracing the low
budget aspects of production. The font also
promotes childlike values which again mirror the
playfulness and innocence within all of my
products.
I chose to use the font ‘Run Wild’ for similar reasons. However, the more
calligraphic look to the font, with the use of sleek italic letters all joined together,
evokes a sense of serenity and intimacy. It is used to represent the signing off of a
letter. I used this specifically in my music video- the words Jens Lekman have a
write-on effect matched with the sound of a pencil scribbling. This is directly in
cohesion with the concept of signing a letter. It holds personal values to it as the
notion of writing a letter in handwriting
such as this holds strong links to the ideas
of people provoking their inner feelings,
again reinforcing this personal and
intimate aspect to the text; while the use
of this font doesn’t have a positive or
negative connotation, the link lies
inherently within the feeling of intimacy
and a more layered understanding of the
piece. The font still holds an essence of grunginess to it because of the variation
of thickness in the letters and it also shows its flaws by not using straight clean
lines; this then brings the idea of intimacy towards a more amateur and real look
upon the make up of the productions