The typeface used in the marketing materials for the film “Substance” is a modified version of Helvetica, a widely recognized neo-grotesque sans-serif typeface. Its clean lines and geometric shapes evoke a sense of modernity and minimalism. The specific modification involves a subtle distortion or warping effect, giving it a unique, slightly unsettling appearance that aligns with the film’s themes.
Typographic choices in film promotion play a significant role in conveying the tone and atmosphere of the movie. This particular design choice likely aims to create a visual identity that is both recognizable and distinctive, attracting attention while also subtly hinting at the film’s narrative. This approach leverages the familiarity of a classic typeface while introducing a novel element that generates intrigue. Historically, modifications to standard fonts have been used to reflect specific stylistic periods or create a unique visual brand for a film.
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