22 January 2012

[type] Mission:Impossible - IKEA Protocol; Inapt Type In Movies

2768.This is the way serious typographers roll, yo.

Matthew Butterick, the mind behind the blog Typography for Lawyers, has a … gentle problem … with the recent film Mission:Impossible - Ghost Protocol. And, he put it in a letter to the movie's director, Brad Bird:
Inapt typography is not uncommon in movies. But big-budget studio films employ scores of people specifically to worry about the details that ensure the on-screen experience will be seamless. Therefore, it’s incongruous to put all that care (and money!) into the frame and then overlay it with an inapt font, which in its own small way, breaks the illusion. It’s not Mission: Impossible — IKEA Protocol, is it.
Which is all in pursuit of the answer to the question If you're going to spend that much to make every facet of the movie perfect, why skimp out and use Verdana?

The irony in my own posting is that, I think, when bolding and italicizing text on this blog, the software doesn't italicize, it obliques. Which I abhor. Got bigger fish to fry right now though.

Also that we refer to the Cruise-controlled MI series as The Franchise Which Must Not Be Named. Seriously. MI:2 is the only action film my wife ever returned to the video store midway through viewing for a refund. 

But Butterick has a point. Brad Bird, why you no pay closer attention to type?

Via the Candlerblog, here: http://www.candlerblog.com/2012/01/20/mission-impossible-typography/, where you can read the whole letter, which nails it utterly. What Cruise has done to the franchise is another matter entirely, best addressed in The Hague, perhaps.

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