I have had some difficulty choosing the type for the word vital, when i met up with Sian she seemed to like the word vital in a tall font however I shown this many people and because of the V I have had a lot of feedback that it reminds people of Vouge.
Feedback
I took all of this development of type to the crit to get some peoples opinions on it. A couple of people felt that the hand drawn vitals look like a refreshing water company, on the first image top left was one of sians favorite types, minimal and simple, however there was a comment that it reminded someone of Matalan which is a comment i completely agree with.
To give Sian more of a vision of the type in context and help her make a quicker decision I have mocked up the type on some business cards. Personally I think the rounded bold type works best as it is clear and friendly as the word 'vital' seems bold enough already. Hopefully by mocing them up Sian will be able to make a decision easily, I am not planning on having the business cards on white but on a pastel pink foiled with the type and the back on a white card with a minimal black type
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