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These are some types found within NTU. They will be split into fonts that are used in signages and fonts that are used for branding & marketing purposes. It’s very interesting to see that there are preferred fonts used for different purposes.

For signages, they generally use san serif fonts, in particular to geometric san serif types. Geometric san serif fonts are constructed of straight, mono-linear lines and circular or square shapes. This can make them very cold and clinical, but also easy to read and digest.

I think that sans serif fonts used in signages are very appropriate as the type prioritise readability and practically. This allows intended message to be conveyed fast and direct. Even though sans serif fonts look very modern, they are certainly not the most aesthetically pleasing fonts in my opinion.

As for branding and marketing, there are more variation to the fonts used. In the examples above, we can observe neo-grotesque sans serif fonts, handwritten fonts and modern serif font. This shows that there are more versatility in branding and marketing. They can afford to play with more font types as their priority is to attract potential customers. Therefore, they have to make the fonts look more elaborate and interesting so that it catches people’s eye.

I think that the last image (Qingdao Laote Premium Light Beer) is a bad example of handwritten fonts being used. The handwritten font looks very cheap and also hard to read. As a consumer, I would prefer if such small words were put in simpler fonts (sans serif) so that I can have a clear idea of what they are selling immediately. In my opinion, it is very tricky to use handwritten fonts because each alphabet have their own character and might look very inconsistent and unprofessional in commercial usage.