Copywriter Rob Strasberg
Photographer Mark Laita
“Each of the CPB group’s advertisements for the bike-helmet manufacturer Guro contains one simple, unadorned and undramatic handwritten word- ‘passion’, ‘breathe’, ‘beauty’- by a striking conceptual image. Standard type alone could not convey the same intimacy.”
“If these single words were set in a single typeface (or even a grittier form of handlettering), the elegantly simple concept – headline as caption – would not succeed as wittily as it does in these adverts for Giro helmets.”
(Escrito A Mano)
The three posters hinge around one simple theme, with bike helmets beautifully photographed to form a conceptual image such as a butterfly, flames, and a pair of lungs. These images are then offset by a single word – with the butterfly – ‘beauty’; flames with ‘passion’; and with the lungs, ‘breathe’.
The use of script based handlettering here implies that the type is subservient to the image and should not detract from either the image or the idea.
“Scripts imply a lack of substance (or a parenthetical idea).”
The delicate pencil script is reminiscent of a sketchbook idea, jotted or scribbled down. This alludes to the fact that the idea was strong at inception, and needs no adornment or excessively flash/ corporate branding to sell the idea. This ultimately conveys the message that Giro are ultimately confident in their product.
Understated beauty…..
A hand drawn box, framing both image and word runs about 5-6 cm inside from the edge of the poster. The box has been intentionally shakily drawn and ties in neatly with the type. Further details such as copyright, web URLs, and a slogan that links to the theme of each poster –
“For more of this season’s hottest looks, visit…”
“we’re more than just a pretty helmet”
“working towards better vents with every breath”
-are then set in the same handlettering as the headline. Their size and placement in a corner (varying from poster to poster), outside of the hand drawn box frame, reinforce that this slogan and all other details are most definitely playing second fiddle to the single word and the photography. This emphasizes that the focus is on product and idea.
The manner in which Tony Calco has executed his lettering, suggests a classy and considered, minimalist feel, allowing the product to speak for itself. This then suggests the message that Giro are saying, “we’re deeply passionate about helmets, and whilst we could have spent more time on type and advertising, we’d rather perfect our product”, regardless of how carefully considered and well executed this campaign has been.
If used correctly, the use of cursive script often acts as an easy bridge between client and company, as the client/ viewer of the poster recognise the lettering as very familiar to their own. This helps suggest the idea that the people at the company are just like them; and for prospective clients this is key – it enforces the fact that, just like them, Giro are fanatical about bikes.
[Contrast with conservative campaign –poorly executed and condescending? Handlettering drawn on computer…false in the first place, much like any given political party!]
Reason for inclusion
Due to the quality of the idea and the exceptional execution of the photography, here is an example of design, where the designer could have used straight Helvetica for simplicity. However, by choosing handlettering, and specifically this refined script, Calco has created many more levels of meaning and interpretation for the design, which are deciphered and understood by the viewer of the poster on a subliminal level, overall making the design much stronger as a result.
It is therefore a fantastic example of when handlettering is appropriate.
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