Typography and film have history. From silent movie title cards to fonts that defined auteurs like Hitchcock and Kubrick. From Hammer Horror to Harry Potter and everything in between (including The Spice Girls Movie), type has been telling stories in film advertising for, well, yonks.
So we got the top examples of typography in film advertising so far from people in the know: award-winning designers.
Dan Rhatigan, Type Director at Monotype
'I think a lot of big-budget kid's movies do a great job of using type and lettering to set the tone, particularly since the poster titles are basically logotypes that get used for all the related merchandise. 'The Lego Movie' and 'Big Hero 6' are some particularly brilliant recent examples.
'I also love the poster for 'All That Jazz', which pulled off the very difficult trick of using Avant Garde really well'.Dan Rhatigan
Jim Ford, Monotype Type Designer
Jim has chosen a bunch of his favourite classics. These posters feature typography that has become incredibly iconic over the years including 'A Clockwork Orange' and, of course, 'Star Wars'. The posters for 'The Man With the Golden Arm' and Alfred Hitchock's 'Vertigo' use lettering by the infamous Saul Bass, who also created some of the most memorable Hitchcock title sequences ever made.
Jenn Contois, Monotype Graphic Designer
These picks go from the uber classic - 'West Side Story' and 'Live and Let Die' - to the cutting edge, with the 2010 poster for 'I'm Still Here.'
Paul Willoughby, Creative Director of Human After All
'An example of design for film I greatly admire is the poster for the 1969 Robert Redford flick Downhill Racer. The artwork was designed by a sixties Madison Avenue ad executive called Stephen Frankfurt. Every element of the poster is immaculate and perfectly weighted. It's a masterclass in subtlety – from the torn-paper edge of the ski slope, to the restraint shown in running the title so small. The final touch was carrying the feeling of speed through to the credits with discerning use of italics.'
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.