10 points for special effects, minus 100 for typography
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I’m a bit of a Sci-Fi buff and not surprisingly, after seeing Avatar today I thought the movie was excellent. The special effects are amazing, as is the 3D viewing technology which is becoming more common place in new movies. However…
As you’ve all no doubt seen by now, and to the bewilderment of designers the logotype for Avatar is papyrus. Even stranger is the choice to use it for the movies sub titles, which play a significant role throughout the film. I can’t think of anything worse for a paragraph of copy than papyrus.
For such technically ambitious effects and what will no doubt go on to be an extremely successful film, it seems bizarre to use the most overused font in history.
I understand the selection was to tie in with the ancient/tribal nature of the films characters, but surely there was something, anything else out there that would have done the job.
I mean, come on…
Papyrus logotype: 1/10, Papyrus subtitles: -100/10.

















