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Fontdeck: Realign not Redesign

Paul Robert Lloyd
February 12, 2011

Fontdeck: Realign not Redesign

Presentation for Multipack Presents: Show & Tell.

Paul Robert Lloyd

February 12, 2011
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  1. Fontdeck
    Realign, not redesign
    Paul Lloyd, User Experience Designer
    Multipack Presents: Show and Tell
    Saturday 12 February 2011

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  2. Who?
    ‣ Announced: May 2009
    ‣ Private Beta: January 2010
    ‣ Launched: June 2010
    Idea conceived by Richard Rutter (Clearleft) and
    Jon Tan (OmniTI) at SXSW in March 2009.

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  3. ‣ 550+ typefaces and counting…
    ‣ 26 foundries—some exclusive to Fontdeck
    ‣ Prices start at $2.99/year. Average price ~$7.50/year
    ‣Try any font for free for an unlimited time
    What?

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  4. A difficult birth

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  5. Huh?
    — Potential Customers
    Why is Fontdeck different?
    How much does it cost?

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  6. “Purveyors of the finest webfonts”
    Fontdeck is the professional webfont
    solution; easy to use yet flexible enough
    to meet the real needs of designers.

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  7. Revised homepage based on
    the work of our hackday

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  8. “Low hanging fruit”
    “Quick wins”
    These don’t exist!

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  9. The challenge
    Provide an holistic design direction
    that could be implemented in stages.

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  10. The Realignment

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  11. Goal
    Communicate professionalism of the
    service and the quality of our library.

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  12. PRIMARY COLOURS
    FONT CATEGORIES
    Links
    Slab Serif
    Sans Serif
    Serif Non Latin
    Display
    Script
    SECONDARY COLOURS

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  13. Ag
    Adelle Bold
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
    abcdefghijklmnopqrstuvwxyz 0123456789
    Adelle Light
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
    abcdefghijklmnopqrstuvwxyz 0123456789
    Ag
    PT Sans Bold
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
    abcdefghijklmnopqrstuvwxyz 0123456789
    PT Sans Regular
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
    abcdefghijklmnopqrstuvwxyz 0123456789
    Georgia
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
    abcdefghijklmnopqrstuvwxyz 0123456789
    Lucida Grande
    ABCDEFGHIJKLMNOPQRSTUVWXYZ
    abcdefghijklmnopqrstuvwxyz 0123456789
    HEADINGS BODY COPY

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  14. Typeface (before)

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  15. Font specimen (before)

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  16. Font specimen (after)

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  17. Typeface (after)

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  18. Goal
    Better communicate how the service
    works and how much it costs to use.

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  19. About Fontdeck (before)

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  20. About Fontdeck (after)

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  21. Pricing page

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  22. Goal
    Greater prominence for foundries and
    type designers.

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  23. Designs (before)

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  24. Designers (after)

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  25. Something magical happened!
    We got excited about our product again.

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  26. Refining the homepage

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  27. James’ original homepage
    design from the hackday

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  28. Did we realign… or redesign?
    You decide!

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  29. ‣ fontdeck.com / @fontdeck
    ‣ paulrobertlloyd.com / @paulrobertlloyd
    Thank you!

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