Words and lettering (fonts) played an enormous role in films of the silent era. Film titles and letter cards had to provide essential information to the audience. Big film studios began to employ typesetters in the production of title cards. As movies grew more popular, their titles evolved. During the 1920's and 30's , European cinema was deeply influenced by modernism and aspects of this visual sensibility were brought to America by filmmakers who were fleeing the Nazis.
Black letter fonts in the opening credits were used to evoke horror, ribbons and flowery lettering suggested love and typography that would have been used on 'Wanted' posters connoted a western flick. It could be argued that typography lost importance in the late 1960's in this era of title design. The imagery behind credits received a lot more attention. Popular trends were using three-dimensional lettering and embedding type in physical artifacts such as embroidery and signage. In contrast to Saul Bass often approached the lettering of a main title as he would a logo , making it function as the core element in a full marketing campaign.
The exponential of digital graphics and typography has attracted some of the most creative minds to motion design which includes Michael Curtis, Susan Bradley,Dave Nalle etc. Pixar and Disney have reserved crucial parts in branding of their film for the title sequences. Film titles have evolved with the film industry, as well as with social trends and fashion movements. Whatever function they perform , titles remain an essential part of film. The opening movements can make a deeply satisfying contribution to any film.
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