Gill Sans. I see designers using it all the time and I smile and say, “Oh yeah, Gill Sans.” The smile though is a fake smile, like when I have to pose for a picture for more than 2 seconds.
To be fair, Saab does a fine job with it as their sole typeface. They use just one weight and actually make it seem very premium, however Gill Sans is paired with the Saab reputation and great beauty-shots. Saab makes me almost like Gill Sans. Saab makes Gill Sans sexy.
So why don’t I like Gill Sans? To start, try typing in a lower case “b” and “d” in Light, Regular and Bold ( I’ll do it for you.) The inconsistencies aren’t even consistent. I know, you are sitting at your computer trying it yourself, thinking that your version is correct. It is not. This alone should be enough for you to never use it again, but the list of problems goes on and on. I have also always wondered what the Extra Bold and Ultra Bold weights could be used for and recently discovered the answer. Dodgeball.
What do you think of when you see Gill Sans? Saab or DodgeBall?