I admit to never having paid too much attention to typography, save for trying to find a font to help my term papers reach the minimum page requirement. Courier New, with its generous line spacing, became my go-to font (three pages would magically turn into five), while I avoided the precise Times New Roman like the plague. But the Playtype Concept Store in the very hip Vesterbro neighborhood in Copenhagen gave me a greater appreciation for the latent beauty in typeface.
Playtype is a Danish company dedicated solely to the creation and refinement of new typefaces, and its Concept Store is the materialization of those designs. Coffee mugs, wine bottles, posters, notebooks, calling cards are stamped with their characters. Typeface is a simple form of expression, identity and branding: A writer can license a unique font to distinguish herself from others; a company can design a proprietary typeface. I learned that fonts should be clear, easy to read, make good use of space, and give the proper authority for the message to be conveyed.
The mugs and wine bottles make great gifts. The Å is the most popular character (The floating ring!).
And when I learned that Platype’s designers looked to historical fonts for inspiration, I asked the clerk, an affable art history major, whether she considered typefaces to be art. She smiled and said, “Yes, I suppose they are.”
Playtype Concept Store Værnedamsvej 6 1619 Copenhagen V