Citizen Cope- Trey Beahm

This video showcasing kinetic type comes from Citizen Cope, and is designed by AFX for their track, "Let the Drummer Kick." The font shown throughout the entire video is a sans serif font, known as Impact, and in most cases is shown in an all upper case style. Given the repetitive single word statements, I believe this is an excellent choice in typeface for this song and video. This video contains very limited colors and visuals, leaving all the video's entertainment value up to the typography, most likely viewed by a younger generation of Adults and teens who would stongly appreciate this sans serif typeface as it occurs. This kinetic type video was meant to portray the lyrics from this song is a very blunt manor, thus forcing people to see the word written out and leave it up to each viewer to personally think to themselves about the true definition of each word and how they all relate to one another. Using a typeface such as Impact, which bears no stylistic serifs or calligraphic touch, was effective given that people instantly recognize each words giving them the most time possible to focus more so on the meaning behind each word. Whenever I choose typefaces I try to follow the same principles: Identify your concept first and then that that choose the typeface for you, so this example will definitly help influence my future typeface choices.