- Typeface Exercise

Business	Appropriate	Inappropriate	Reason
A funeral Parlour	Lucida Handwriting	Goudy Stout	Cursive typefaces such as Lucida Handwriting show much more affection and elegance than Goudy Stout being rough and bold.
A solicitor firm	Imprint MT Shadow	Informal Roman	Imprint MT Shadow creates a feeling of trust and down to earth feeling, whilst Tempus Sans ITC is uneven and unbalanced, which would be unsuitable for a law firm.
A kid’s party shop	Jokerman	Commercial Script BT	Jokerman typeface is fun and quirky. It is perfect to be used as a kid’s font whilst Commercial Script BT is much too serious.
A flower shop	French Script MT	Arial	French Script typeface has subtle references to the art nouveau style, which makes it suitable for a floral shop and would be classified as a display font type.
A trendy clothing store	Bauhaus 93	Comic Sans MS	A trendy clothing store also needs something a bit more unique and interesting as an eye catchy design, rather than a commonly used text type.
A boutique organic supermarket	Algerian	Berlin Sans FB	Algerian typeface has a subtle antique feeling, which is ideal for a boutique store and suggests the delicateness of the items in the shop. Berlin Sans lacks emotion and uniqueness.
An inner city cafe	Mistral	Georgia	Mistral gives off a much more artistic feeling, whic his suitable for a cafe, whilst Georgia font is dull and too bold.
A public transport system	Britannic Bold	Script MT Bold	For a public transport system, the font should be easy to read and recognise. The simpler the better, and with more width to the letters would make it more readable, unlike cursive fonts.
A professional photographer	Baskerville Old Face	Bauhaus 93	A professional photographer would most likely want their clients to feel that they are skilled and specialized, whislt Bauhaus 93 is too modern and more of a display font.
A retro-style bicycle manufacture	Harlow Solid Italic	Century Gothic	Harlow Solid Italic is modern and a more aristically designed typeface, also  has a metallic metal feeling to it, which is why it would be ver ysuitable for a retro-style bicycle manufacture business. Century Gothic would be too plain