Blog 4 Typography

     As is pertains to comic typography and the technical perspective many of the different creators including Marvel and DC have had distinct typeface logos and titles for the brand and individual members of the universe from which the superhero's come from. Marvel typically uses different variations of the same typeface for "The Avengers" as they do for all of the individual movies such as Iron Man, Captain America, Guardians of the Galaxy, and Ant Man. I think that the typographers of these movies use distinct typefaces as a marketing strategy that would immediately inform a viewer that it is related to Marvel Universe. 

     Specifically Marvel uses the square serif family typeface in different variations of 2 and 3-D for its brick-like and rigid appearance. The color used in this image is a yellow, orange and black gradient that gives it a burnt-bronze look. The bright colors used in the top part of the writing makes it stand out on a black background but because it fades into black on the bottom it becomes less legible. By graphic design standards using black writing on a black background wouldn't be most effective but here it works because the colors work with one another and the black makes the writing look grungier and related to war. The typographer also made the font bold and used white, and a similar stroke outline to help draw attention to the words and make them stand out. The half circle on the letter “A” conveys a sense of solidarity or unity between the characters, which also helps to grab the attention of the viewers.

     The use of close kerning in the words is effective because “Avengers” is the main title of the Movie and thus is bigger, bulkier, and easier to make out. It projects solidarity and confidence. “Infinity War” on the other hand is a sequel or essentially a subtitle and the use of a wider kerning is effective because it make the words more visible, where as if were closer together it would be harder to read. As a fan of Marvel Universe motion screen pictures I’ve noticed that the animation aspect of the technical perspective in Marvel Movies is very profound. In the “Avengers” movies the titles typically move in a descending backwards motion at a fairly slow pace and it is centered. I think this is effective because it bring the attention directly to title in a bold assertive way. It’s safe to say that the typographers of the “Avengers” have it all together and do an incredible job getting viewers excited about what’s to come.