D&AD jurors share type design trends and predict the future of fonts

Stressing the importance of understanding your audience, Neville Brody, Creative Director, Business Strategist and Typographer at Brody Associates, likens typefaces to hotels: There's something for everybody and every budget, whether that's the luxury boutique hotel of Vogue Brasil's new font or the accessible cheer of Comic Sans. He also advocates for unpredictability in graphic design, celebrating typefaces that "took the time to explore" and refused instant gratification in favour of deeper analysis.

Sharing this view is Chloé Templeman, Executive Creative Director of Big Fish, who emphasises the importance of scale in the entries. Avoid going big just for the sake of it, Templeman argues, highlighting how simplicity can often be best. The panel also discuss designs for products that promised to 'do good', but underscore that brilliant graphics still needed to be centred: "At the core it has to be a great idea, and it has to be beautifully executed and fit for purpose."

Panellists: Neville Brody, Creative Director, Business Strategist and Typographer, Brody Associates/RCA; Chloé Templeman, ECD, Big Fish; Rebecca Clarke Tear, Design Director, Design Bridge & Partners; Ricardo Bezerra, Director of Design & Strategy, Tátil Design; Noopur Datye, Type Designer/ Co-founder, Ek Type.

Watch D&AD jurors unpack more work that captured, provoked and entertained them here.

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