The band's name is Santogold. Could you read that?
If I wasn't familiar with the band or its music, I would never know its name nor would I spend the time to decipher it. Written in all caps, the band's name doesn't rest on a straight baseline. Rather, the crooked baseline connects the first five letters then becomes the background for the other four.
As the font shrinks — say to fit on a guitar pick, T-shirt or CD art — it would becomes muddled and illegible. Not good for a indie band who needs to self-promote to attract more fans.
To me, the font looks like someone began with a piece of white paper and started cutting, ripping and manipulating it to form the group's name. The triangle for an 'A' is missing counter which transforms it into a letter rather than just a triangle. And only having the counter in the ending 'D,' though recognizable as the intended letter, adds to the words non-reader friendly nature. Plus both 'O's are hexagonal and irregular. It's distracting.
If you can tell a lot about a person or group from its word mark, Santogold is innovative, but sloppy.
1 comment:
I completely agree. I've never heard of that band and if I heard their song on the radio and went to look for their CD, I wouldn't be able to pick it out. The cutout looking letters form shapes rather than words.
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