COVID-19: Fonts in social distancing mode and a supersize logo drama
This Sunday the fonts were separated for a social distancing typographic feed on Twitter. Design Museum took note of kiko84's suggestion and the past Font Sunday's theme was open / separated type.
Social distancing is essential against the coronavirus pandemic and this brand new rule has inspired many visual creatives. Yet, when social distancing is applied to brands and their logos, things will get weird.
McDonald's Brazil's social media accounts shared a minimalist ad in which the brand's golden arches were separated. Created by agency DPZ&T the image tried to convey a message: “separated for a moment so that we can always be together.”
Twitter exploded, arguing the company's policy with many users calling out McDonalds's marketing effort.
I don’t want your cute logo play McDonalds. I want you offering a million free meals to those in need. I want you turning your drive thru into safe testing sites. I want you doubling down on that happy meal box content for kiddos who are stuck inside RN. https://t.co/xgpf2mIaQe— Laurel Stark Akman (@LaurelLu) March 20, 2020
Eventually McDonald's Brazil removed the ad and released an apology statement to the New York Post.
“As a brand that operates in nearly 120 countries, we share a collective responsibility to help our communities in times of need. We apologise for any misunderstanding of the intent to remind our customers and communities on the importance of social distancing during these uncertain times” it reads.
“Clever marketing or tasteless gesture? The internet has spoken. Social distancing logos are the design equivalent of 'thoughts and prayers'” notes Fast Company.
Social distancing logos are the design equivalent of ‘thoughts and prayers’ https://t.co/tCBynCTi1a— Fast Company (@FastCompany) April 2, 2020
Tone-deaf or not, keep your distance, keep safe from harm and let the fonts show us the way.
Thanks to @kikocasa844 for suggesting this week's theme for #FontSunday ???? | The theme is open / separated type. Send in your examples from noon tomorrow.— Design Museum (@DesignMuseum) April 4, 2020
Remember, we are much safer apart ????♂️✋ ????????♀️ pic.twitter.com/7N50Gol5ov
Poster for AIA (American Institute of Architects) National Convention and Design Exposition, 1988@michaelbierut posters source @VignelliCenter @DesignMuseum #fontsunday #separation #SocialDistance #typography pic.twitter.com/ydLYGP4SHQ— kiko84 (@kikocasa844) April 5, 2020
Thanks to @kikocasa844 for suggesting this week's theme for #FontSunday ???? | The theme is open / separated type. Send in your examples from noon today.— Design Museum (@DesignMuseum) April 5, 2020
Remember, we are much safer apart ????♂️✋ ????????♀️ pic.twitter.com/UcQwEUyln1
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