LEMONADE STAND

Run Wild
I chose the font 'Lemonade Stand' as my predominate font. This font was chosen
specifically for its handwritten look. The handwritten look of it gave connotations
of lofi and amateur levels of production. It
reinforced the D.I.Y aspect of my music video
and the digipak. In particular, this font's
simplicity and ease in its use of capitals rather
than a skilful use of well-established serifs and
the conjunction of letters, meant that it rejected
the clean refined look of mainstream products
such as Beyonce's Lemonade. It instead
projected the same feelings that a text like Ed
Sheeran's 'Loose Change' EP uses. The simplicity
of individual letters standing apart and the
simplicity behind the font's structure creates an
amateur aesthetic, representing the image that
both Ed Sheeran and I are trying to convey; the
generic demands suggest that an aesthetic
should derive from a fresh, innovative and
original look which often denotes the freshness
of that artist to the industry. Thereby, I chose to
represent this freshness through embracing the
low budget aspects of production. The font also
promotes childlike values which again mirror the
playfulness and innocence within all of my
products.
I chose to use the font ‘Run Wild’ for similar reasons. However, the more
calligraphic look to the font, with the use of sleek italic letters all joined together,
evokes a sense of serenity and intimacy. It is used to represent the signing off of a
letter. I used this specifically in my music video- the words Jens Lekman have a
write-on effect matched with the sound of a pencil scribbling. This is directly in
cohesion with the concept of signing a letter. It holds personal values to it as the
notion of writing a letter in handwriting
such as this holds strong links to the ideas
of people provoking their inner feelings,
again reinforcing this personal and
intimate aspect to the text; while the use
of this font doesn’t have a positive or
negative connotation, the link lies
inherently within the feeling of intimacy
and a more layered understanding of the
piece. The font still holds an essence of grunginess to it because of the variation
of thickness in the letters and it also shows its flaws by not using straight clean
lines; this then brings the idea of intimacy towards a more amateur and real look
upon the make up of the productions