Matt Murphy, a student in Algonquin College’s Technical Writing graduate certificate program, wrote this entry regarding design conventions as part of the TWR2010 Visual Information Design course:
One design element that has been making a comeback in the web design, clothing, and music industry sectors is that of vintage typography. Such typography may evoke a tone of authenticity, even if contrived, to the garment, album cover, or webpage. By using such characters on a relatively new brand of hats, for example, the typography can give the impression that the company has a rich and successful history. As a result, a new hat company with old-fashioned typography can aim for an ethos comparable to that of Stetson.
This form of type may also be making a comeback as a form of nostalgia. In a world where companies are becoming less personal and more short-lived, some people may feel more secure with a brand that reflects a simpler time when hard work, personal relationships with customers, and product quality were higher priority.
Although such typography may create visual noise if overused, it can create an old-school business ethos and a sense of authenticity when used judiciously.