MacBook Air advertising with typography
Apple released a bunch of new products today, like MacBook Air and some other stuff. MacBook Air is supposed to be a thin notebook and I like how their product naming typography supports that. On their site and product materials, “MacBook Pro” is written with all the same typeface. In case of MacBook Air, “MacBook” is normal font weight, while “Air” is with a lighter version of the same typeface to underline the thin aspect. Just a neat little thing.
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What do you think of the gradation from dark at the base lighter at the top? What does that bring to the meaning of the signature? Is that unique to the Air’s treatment?
Good observation Phil. I think it’s an extra cue to make the product feel more dynamic and “light”, as opposed to text that would be set only with a solid color without the gradient.