Last year we attended our first MacWorld conference in San Francisco CA. As expected, the place was packed with thousands of Mac fanatics like us. One of the things we knew we wanted to do while there was to connect with “our people” – people who love fonts, who work with them everyday, who see fonts as a powerful tool in their tool shed. As I thought through what would most readily connect with people at MacWorld I began to reflect upon why we exist in the first place.
Stay with me here – I’m not going to start talking about the ontological implications of typography (maybe save that for a Friday afternoon post). What I mean is, why does a software company like FontGear Inc. exist in the first place? Here’s why: because font problems exist.
Now – for the sake of our purists friends out there – in this context when I say “fonts” I mean all things type-related (typefaces, glyphs, characters, etc.) Think about it – fonts are everywhere. From the first design ideas to the final piece (printed materials, video, web pages, etc.) fonts are often a main ingredient. And I think that’s because fonts most clearly drive communication. And it’s exactly because fonts are a main ingredient that they must remain in good working order, that they must function as intended and as expected in order to be useful. So…when they don’t work, when they don’t function as intended and as expected, they are not useful – and they interrupt your workflow. And that of course interrupts your cash flow. And that is a problem. To put it more colloquially – font problems suck, don’t they?
So that’s brings us back to MacWorld. How do we at FontGear connect with font users? How do we connect with all Mac users? How do we let them know that we know how it feels to have a print job delayed because your fonts got corrupted? How do we let people know that we understand what a pain it is to discover your PostScript Type 1 font is missing it’s bitmap? Tell them. Duh. People get it – they know all about font problems. So that’s what we did. We told everyone that we can appreciate their experience – that we know that font problems suck.
So we delivered our message. We printed it on our literature, we printed t-shirts, and we told people how we feel just like they do – and that we have created solutions for them. And you know what? We discovered that people agreed, and they like our solutions. How cool is that?