Branding News: Design choice - Tennent's font

The Tennent's lager font is not a typeface that looks as though it's already 10 pints worse for wear, but rather claims to be a revolutionary concrete and resin dispenser for Scotland's number one lager. It oozes modernity and fulfils the requirement for a piece of upmarket and stylish bar furniture.

Pure art? Well, I've been in the creative business for longer than I care to remember and was brought up on the contention that if it's not directly selling anything then it's art rather than design, and that good art should provide a visual adventure - something seen by the eye and interpreted by the mind. The Tennent's font is certainly art; fighting alongside its many competitors for space on the bar counter, it stands out as a first-class piece of commercial sculpture.

But here's the crunch: is it good POS? (And let's face it you can't get any closer to the point of sale than the pump that dispenses it.) I'm not convinced. Is it a red 'T' or is it a creamy white 'F' or maybe even an 'E'? Does it encapsulate the anticipated cool tang and flavour that tell my taste buds what a good-quality lager should taste like, or is it just a bit too dusty-concrete? And is that gentle glow of engineer's red reflecting off the chromium bar and glasses a bit too warm to refresh me when I want to quench my thirst?

Luckily I'm not a lager drinker, so I don't have to make the final decision.

- Design agency Design Bridge.

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