He thinks Neutraface evokes both the worlds of design and corporate branding. Perhaps that’s because the typeface fits neatly within trends like stealth wealth and quiet luxury, or the general idea that understated design is a hallmark of cultural restraint, taste and money.Īccording to Francis Morrone, an architectural historian who teaches classes at New York University’s School of Professional Studies, Neutraface is “very elegant, and if people associate that with gentrification, maybe they’re right”. Somewhere along the way, those navigating the rental market, or simply commenting on it, began to read the font as something of a class statement. One of the pros of using Neutraface on buildings is that it remains legible even from a distance.īut it’s not just about ease of reading. With certain letters, like the capitals A and N, the lines meet and form sharp peaks. Neutraface boasts thin lines and has an open, almost airy feel. Morrone compared the popularity of Neutraface to the cultural hold that another typeface, Gotham, had in the 2010s: it was the official font of the Obama campaign. These sleeker typefaces, like Arial and Helvetica, are closely related to modernity and the internet. Sans serif fonts are thought to be easier to read on screens than serif fonts like Times New Roman. Makalintal reported in Vice that many are some other modern-looking sans serif font, which are those missing little ticks at the end of the line strokes. It must be noted that not every example of “gentrification font” is actually Neutraface. “They’re very much a statement, not just a little ID on the outside of the house for the postman to find.” “Just like noticing when somebody is dressed inappropriately or their words do not match their body language – if you use a mismatching font you may find your credibility is called into question.”įor house numbers, this style resonates because it’s “kind of modern … kind of clean”, said Angela Riechers, a typography expert and the program director of graphic design at the University of the Arts in Philadelphia. “Typefaces convey nonverbal information in a similar way to clothes, body language or facial expression,” Sarah Hyndman, author of Why Fonts Matter, said over email recently. That historical context makes the typeface’s associations with gentrification feel jarring. Neutraface was inspired by Austrian-American architect Richard Neutra, famous for his modernist designs – and in his lifetime, Neutra himself emphasized affordability as well as beauty in his buildings. This is the gentrification font /KWwwtpjZnn- JUDE RAW April 28, 2020
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