This add by Kleenex can be found at http://gaia.adage.com/images/bin/image/x-large/KLeenex_cares_TV.jpg and was created in reference to a advertising goal that the company had. It’s plan to share acts of people giving a Kleenex in a moment of need and encouraging these people to share them on social media with the #kleenexcare as a way to promote brand and the kindness still very evident in the world.

This first font is an example of a sans serif font. You can tell because it very much lacks any kind of serif, the ends of each letter are a round blunt end. You can also see how the sans serif has a very small amount of think/thin transition in the writing. It’s perfectly shaped all the way through, the letters are very separate and obviously their own.

Here we have a beautiful script font. You can tell by how connected and curly each of the letters are, there is never a single break in the strokes. The Kleenex brand uses this font only on the brand name, Kleenex. Scripts are very beautiful but often difficult to read and understand, I rarely see them on any advertisements and I believe their difficult to read is the reason. However, because this specific font, is the font for Kleenex’s name, it is very important that it is included in the advertisement. We don’t really even need to read it, we already know from the shape that it is the name brand tissue, Kleenex.

You can see the major contrasting differences is in the lack of connecting that the sans serif font has compared to the script font. “share” and “care” are very much clearly contain individual letters, but when we look at “Kleenex” we see the softer and more graceful look of the script as it connects and softly loops around to connect again. It makes the name brand the first thing we see, and as the signature font for the brands name, we know immediately what it says. Our eyes naturally and easily read “share” and “care” because of their simple and easily recognizable letters due to the lack of connecting.

Overall I think that work very well together, Kleenex, being the brand that it is, is nearly required by the general public to contain the font that is Kleenex’s font. Avoiding the script is impossible, for the company, but using script does make it difficult to find a good font that is going to contrast in a beautiful way. I really feel, despite the difficulty, that Kleenex has done a wonderful job in finding a good contrasting font. They work well because the sans serif is clear and easy to read and understand, they have dropped the thickness of the sans serif to help with the contrast between the two fonts. Over all, the Kleenex brand script is curly, and flowing, while the sans serif is blunt and obvious individual letters.