American Horror Story's font: What tea and Sam Raimi mean to the title card of terror
Typefaces are a funny thing - how do slight variations in lettering invoke a sense of tension, futurism, or mythology? I won't pretend to know the answer to that, but I know that when I look at the font used by American Horror Story, I get a chill. That's just what FX wants, of course, but it may surprise you to know that this font wasn't always in the business of blood-curdling. Join me as I go over the history of the American Horror Story font, and I'll tell you more.The font's life began in a Glasgow teashop designed by 19th-century architect Charles Rennie Mackintosh. Mackintosh, who heavily influenced the Art Nouveau movemement, painted the signage for the tea room himself, giving birth to what was, at the time, just a classy font for a classy joint. The tea room, and its signage, still stands today.A century after the Willow Tea Room's construction, designer Tony Forster consolidated the sign's letters into a font that he named, in its honor, ITC Willow. Thus was the typeface mainstreamed, but before it became AHS's signature, it had a few stops to make in pop culture - one of which was alongside a different horror icon. Read more
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