Expressive Calligraphy Styles: Headlines & TaglinesStyle reference for expressive lettering and calligraphy: headlines and positioning statements
This collection shows what different styles look like in headlines or in what is commonly called a “tagline,” the secondary branding element that may complement a logo. Clients for these projects include the National Peanut Board, Kraft, Fresh Express, Warner Brothers, Garden Burger and Eileen Fisher. Each of these is a custom design done with brush or pen or another lettering tool. I have shown some of them in reverse as this is often how they are used, and the impact can be much stronger in a high contrast environment. Custom lettering and calligraphy can be used wherever you might use a font, for brochures, websites, advertisements and television.