Stranger Things are happening

It seems that the world is currently mad for another TV show; but their are Stranger Things at work with this one. (geddit?!!!)

It may be 2016 but it seems that the whole world is obsessed with the 1980's, fairy lights and quite strangely, a Parisian 'Art Nouveau' serif. As is always with TV show trends, I try to distance myself from them, as although I don't doubt that it makes for great watching, I just don't feel that need to fit into the current 'hype' for whatever is currently exciting and 'life changing'.

I've seen Game of Thrones come and go and I watched Breaking Bad about 4 years after everyone forgot about it—through all these shows I could see people sharing excitement, screen caps and theories on how the plot might pan out; drawing in everyone's interest like a Netflix Blackhole. This is how those shows exist and how their popularity grows, to which Stranger Things is no different. I know of it's existence because of my friends and I feel a sense of recognition when I see that lovely type appear.

The point I have here is, you likely came to this post because you saw the title-card in the thumbnail, or read the name in that font we've all come to know so well. This show has flipped the standard hype train on it's head. Nobody is sharing images on Winona Ryder, they all want a bit of that sexy lettering. They all want their name to look like it's just burst out of an original Lucas Arts production.

Everywhere I look I can see peoples names, business and mottos spelt out in a soft glowing serif—ITC Benguiat to be specific. It seems that every word looks pretty in this lettering style and as hard as I try, I just cannot make it look ugly. Even the ugliest phrase I could think of still looked pretty swell. (see below)

I couldn't think of a more ugly sentence than this

The reason why I'm waling on about this is because it's a massive change in the market to see fans resonating with a typeface; with lettering rather than  a character, an actor or various quotes. From day to day everyone sees typefaces and has their own favourite and least-favourite fonts whether they study design or not; but this little piece ingenious branding has captivated the average person to lust over type like I've never seen before.

It's not everyday you see the world obsessing over typefaces, looking at letterforms like beautifully crafted structures—just how I see them. It's a fine and dandy moment when you see great design become recognised, but when the design is just right and it captures the ideals of all the gleaming eyes of the Netflix audience; it's a real thing of beauty. 

Promotion for a TV show doesn't often hinge so strongly on a typeface alone, but with a bit of effort, some talented designers and what looks like really strong script writing; the world could care that little bit more about type design.