Typeface of Moosylvania.com, an digital ad agency’s website, strikes me almost every time I run into the site. The reason I think it’s effective is that not only the typeface is congruent with the color scheme throughout the website, but also the different fonts can complement each other in conveying an symbolic meaning that represents the spirit of this company.
The whole website apply a series of sans-serif fonts as most today’s ad agencies, who want to be recognized as modern and in fashion.
Take the fonts of logo and tagline for instance. Although this agency doesn’t use any graphic logo, the cartoonish font called FuturaStdBold makes the name “Moosylvania” both eye-catchy and stylish. The boldness of the font makes the name stand out, even if it only appears at the very top of the website with a tiny font size.
But you won’t think of this font as very effective unless looking at the tagline at the same time. On the one hand, the unbolded font help make the logo stand out without compromising the emphasis on the tagline. The tagline spells out “independent agency,” which is also the tagline of the company, is displayed in a font called “Idlewild SSm A.” The name of the font is quite self-explanatory as it is wild (always all caps) and idle (big space between two adjacent letters). The meaning the font conveys is similar to what Futura does for the text logo.
See the example below:
The body copy of Moosylvania.com may seem less wild, but does a good job in carring the content in a clear manner. “Smart, tough, and sexy” is the official comment for this font family called Tungsten.While it looks quite similar to Helvetica Light, it can easily be distinguished by its breezy look: compare the “y,” for example.
You can’t really tell the <h1> and <h2> are using the same font, but it somehow looks congruent with each other. I think this is maybe the best practice of selecting fonts: You don’t want the fonts to say something, but you have something you don’t want the fonts to say, like “It doesn’t fit with each other!”
Tungsten A & B:<h1> and <h2>
In a word, the Moosylvania.com plays with the fonts with caution, and the impression on online audience is a series of fonts that fit with the broad picture.