Podcast Summary: "The art and science of custom-made typefaces for global brands - Eleni Beveratou"

Introduction

In this episode of Mindful Creative with Radim Malinic, host Radim Malinic engages in an insightful conversation with Eleni Beveratou, the Creative Director at Dalton Mag. The discussion delves into the intricate world of type design, exploring its evolution, the importance of accessibility, and the meticulous process of creating custom typefaces for global brands.

Guest Background: Eleni Beveratou

Eleni Beveratou has been at the forefront of type design for over thirteen years at Dalton Mag, where she has crafted notable brand typefaces for industry giants like Airbnb, Oracle, and Maker's Mark. Her journey from a graphic design student with a lukewarm interest in typography to a passionate type designer is both inspiring and enlightening.

Personal Journey: From Dislike to Passion for Type

Eleni recounts her early days, revealing that she initially disliked typography. Her perception changed during her master's studies at the University of Reading, a premier institution for type design.

• Initial Aversion:
  "I used to hate type. I didn't use to like it at all as a student because I just didn't understand it." [04:05]

• Turning Point:
  "I decided to do a master's in type design and I was like, oh, actually, I really like this. And, yeah, the rest is history." [07:47]

Her dedication led her to immerse herself in type design, attending workshops and embracing the complexity and beauty of typography.

Educational Path: Master’s at University of Reading

Eleni's decision to pursue a master's degree at the University of Reading marked a significant shift in her career. Despite feeling underprepared, her experience at Reading was transformative.

• Facing Challenges:
  "In the beginning, my confidence was crushed. I'm not going to lie, absolutely crashed." [17:40]

• Building Confidence:
  "I found a topic that I was very interested in and I managed to build on it. And then my confidence started to build up slowly." [17:40]

Her multicultural upbringing and exposure to various writing systems enriched her understanding, allowing her to appreciate the diversity and functionality of typefaces.

Professional Career: Custom Typefaces for Global Brands

At Dalton Mag, Eleni has spearheaded the creation of custom typefaces that not only reflect a brand's identity but also enhance its functionality across diverse platforms and languages.

• Understanding Client Needs:
  "Brands are doing more and more to see type not just as type but as a strategic element of their brand." [34:05]

• Airbnb Case Study:
  Discussing Airbnb’s transition to their own typeface, Eleni highlights the balance between uniqueness and functionality:
  "Airbnb now has a typeface that works consistently across Latin, Greek, Cyrillic, and Arabic, ensuring a uniform experience globally." [35:06]

Insights on Type Design

1. Accessibility in Type Design

Eleni emphasizes the significance of designing typefaces that are accessible to everyone, including those with visual impairments.

• Research and Implementation:
  "I set up a research where I was meeting people that were partially sighted and we would go through my research and I would write down their results and build from there." [21:54]

This research informed her approach to creating typefaces that are not only aesthetically pleasing but also functional and inclusive.

2. Multicultural Influences

Her diverse background allows her to integrate various cultural elements into her type designs, ensuring they resonate with a global audience.

• Global Perspective:
  "Throughout my childhood, I've been fascinated to see type from other parts of the world without, though, realizing what that meant to me." [07:47]

3. Balancing Innovation and Functionality

Eleni discusses the delicate balance between creating something unique and ensuring it serves its intended purpose effectively.

• Unique Yet Functional:
  "Once you have something that is created with taking into consideration all the components... then you're going to have something that works for the brand." [49:20]

Evolution of Branded Typefaces

The landscape of type design has shifted from the widespread use of pre-made typefaces to the bespoke creation of brand-specific ones.

• From Pre-Made to Custom:
  "Before, everyone used the same ten typefaces, like Helvetica or Gotham. Now, brands are investing in custom typefaces to stand out and ensure consistency across all platforms." [31:14]

This evolution reflects brands' growing understanding of the strategic role typography plays in their identity and user experience.

Process of Creating a Custom Typeface

Creating a custom typeface is a comprehensive process that involves extensive research, collaboration, and iterative design.

1. Research Phase

Eleni underscores the importance of a thorough research phase to align the typeface with the brand’s identity and functional needs.

• Client Collaboration:
  "We like to always start with a research phase that we do together with a client. We consider this very, very, very important." [43:17]

2. Workshops and Exercises

Interactive workshops bring together various stakeholders to ensure the typeface meets diverse requirements.

• Engaging Stakeholders:
  "We try to have those research phases... with all the teams, even if they're not the ones that have commissioned us for this." [43:17]

3. Design and Iteration

The design process is iterative, involving constant feedback and refinement to achieve the desired outcome.

• Balancing Trends and Timelessness:
  "We don’t want to come at the end of the trend curve and just add yet another whatever that is. We aim for something that looks good also in the future." [35:09]

Challenges in Custom Type Design

Creating a unique typeface is fraught with challenges, from meeting client expectations to navigating the complexities of global application.

• Client Expectations vs. Creativity:
  Often, clients may have preconceived notions based on current trends, which necessitates guiding them towards more strategic and enduring choices.

• Technical Constraints:
  Designing for various platforms and languages introduces additional layers of complexity, requiring meticulous attention to detail.

Conclusion: The Importance of Authenticity and Innovation

Eleni Beveratou’s insights highlight the critical role of authenticity and innovation in type design. By deeply understanding a brand’s story and needs, and by prioritizing functionality and accessibility, type designers can create bespoke typefaces that not only enhance brand identity but also improve user experience globally.

• Final Thoughts:
  "When you have something that is created with taking into consideration all the components... then you're going to have something that works for the brand." [49:20]

Radim Malinic concludes the episode by appreciating Eleni’s contributions and emphasizing the evolving nature of type design in the creative industry.

Notable Quotes with Timestamps

• Eleni Beveratou on Initial Dislike for Type:
  "I used to hate type. I didn't use to like it at all as a student because I just didn't understand it." [05:08]

• Eleni on Overcoming Challenges in Master's Program:
  "In the beginning, my confidence was crushed. I'm not going to lie, absolutely crashed." [17:40]

• Radim on the Evolution of Branded Typefaces:
  "It's never been more exciting as it is today, to do what you want to do, to have a brand typeface, regardless of how big is your brand, and express yourself in a way that will appeal to people in the best possible way." [53:50]

• Eleni on Creating Unique Typefaces:
  "I try personally to focus a little bit less on the new and a little bit more about what's unique for you as a brand." [49:20]

Final Thoughts

This episode offers a comprehensive exploration of the art and science behind custom-made typefaces, emphasizing the blend of creativity, research, and strategic thinking required to produce type designs that are both unique and functional. Eleni Beveratou’s expertise provides valuable insights for designers and brands aiming to elevate their visual identity through thoughtful typography.