Attention to Detail

I’ll tell you what I want, what I really really want. My own font. The perfect Beautiful Idiots typeface that only we would use.

I know this seems unnecessary, but it’s the little things that matter to me. Look at it this way. Free fonts, standard fonts, fonts lots of people use… they’re totally unremarkable. You never comment on a font if it’s fine. If I had something spectacular though, something specific and immediately recognizable, you’d know it as soon as you saw it, “oh, this is a Beautiful Idiots project right here.” You’d think, wow, I’m so pleased by the aesthetic of this announcement, poster, video, copy, or whatever it is that now I’m really looking forward to consuming the product that they’re selling me. Or you’d look and say wow, this isn’t business, this is art. You can tell by the way the words look. Then you and everyone else would have so much fun looking at our stuff that none of you would ever be able to look away, and you’d be waiting, with bated breath, for more from us. And we’d deliver. And all would be beautiful.

You’ll see. One day. Not today, though. Because the font I like costs $500.

-J.P.