Believe in Bickham Script

Inspired by the forms made with a flexible brush or pen, script fonts look the most comparable to that of true handwriting, stated by Flask.  The Bickham Script typeface was influenced by the bold stroke which has a very finely tipped quill, like that of Virtuosa and Primadona typefaces, as stated by Mario Tomiša of Polytechnic of Varaždin.  Originated in the late 1990’s, Richard Lipton is credited with creating this eye-grabbing typeface. Recognized by Adobe, this typeface creation was due to the true inspiration of the ‘drama’ of George Bickham’s lettering when engraving in the 1770s.  Script is scientifically proven to be easier on the eyes and not make them as tired, being able to roam across the lines more easily as informed by İsmail Nakilcioğlu of Afyon Kocatepe University.

Yet, we do not see script fonts widely used today in advertising, but we do see them more in logos for brands and companies.  The Bickham typeface is notable in the Macy’s “Believe” sign in Herald Square, New York, and is traditionally associated with Christmas.  Not only can it be seen on the large sign that hangs above the Macy’s Thanksgiving Day Parade and their Christmas tree, but it is also considered to be one of their largest advertising campaigns.  This annual campaign has the “believe” slogan covering every mailbox set-up to send letters to Santa. Each letter sent this past year (2018) had Macy’s donate a total of two million dollars to help the Make-A-Wish foundation as stated by the company, Make-A-Wish. Not only has this “Believe” sign and slogan helped create a partnership between corporate company, Macy’s and a non-profit organization such as Make-A-Wish, but it is also a staple for Christmas that refers to the elegance and beauty of the time of year.  

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Yet, Macy’s is not the only leading contender for companies that use the Bickham typeface for logos and products.  Bickham can be largely seen in the wine industry as a normal typeface to use for bottles. Stated by Bauerhaus Designs, this look helps give a bottle it’s elegant and expensive look, while still being legible for the buyers.  Some may argue that this typeface is getting rather close to calligraphy, which helps delve into the ideology of the buyer that the Bickham typeface eludes to more high end wines and other surrounding products.

Although many corporations claim this typeface as their font to be used in multiple products purchased from day to day, Bickham can also be seen in wedding invitations globally.  Wedding invitations love the classical and elegant look that Bickham gives on paper and throughout the artistic process of invitation designs. Whether we are purchasing a bottle of wine, going through Macy’s at Christmas, or planning a wedding; the Bickham font has proven to be a universal sign of elegance and beauty.