Typography is an essential aspect of communication and design that involves the arrangement and use of typefaces or fonts to convey information in visually appealing and readably way. It also involves how words, letters, characters and numbers are spaced and weighted and can have a great influence on the way we interpret, perceive and engage with written content.
It serves several purposes, from making words legible to evoking emotions and it is an integral part of creating a consistent brand identity.
1. Typography can help convey brand personality.
The choice of typeface plays a big role, it can create a feeling, an interest, associate personality, deliver trust and attract attention which are all critical parts of branding. It can help convey the values of a brand, set the tone, influence how the brand is perceived and create a strong visual identity.
Typefaces can trigger a phycological reaction that can help make a brand more friendly, trustworthy and inspiring - like a visible voice.
Our typographic choice can influence the way a person reading our content feel about a brand. That's why as a designer I do a lot of research before suggesting fonts for clients so I can ensure I create a positive and close connection to the brand that will align with the brands tone of voice and personality.
Example:
The famous Italian high end fashion brand Gucci, produced by Guccio Gucci in 1921 chose to use a sleek serif typeface for their logo, written in black and with plenty of space between the letters.
Personality: Elegant, powerful and sophisticated
Brand Perception: High quality Italian craftsmanship, innovative and bold designs
Brand Experience: The brand evokes feelings of power, eclectic style, transfer of confidence
2. Typography can enhance brand experience
Typography in branding isn't just about looking great; it's about telling a story, creating a connection and building a memorable brand experience. By carefully choosing the right font that will evoke the feelings and characters of the brand whilst considering the target audience and using a coherent typographic style across all customer touch points, you will maximise your potential of enhancing your brand experience.
Typography influences our mind and decision making and as consumers we make decisions based on what we see and feel unconsciously all the time.
Example:
The iconic Danish brand, Lego, founded in 1932 by Ole Kirk Christiansen in Billund, Denmark. A great example of a clever typographic logo which instantly evokes feelings of fun, play, imagination and learning. The word Lego is an abbreviation of the two Danish words 'Leg godt' meaning 'play well'. The bubble writing and the choice of colours appeal to its young audience and is very memorable.
Personality: Fun, playful, imaginative, full of opportunities
Brand Perception: Innovative, long lasting quality that will inspire children and playful adults
Brand Experience: The brand enables learning through play with a promise of continuous new inventions
3. Typography is your silent partner
The most simple design can take the longest time to do, which probably doesn't make sense to most people apart from the person making the design. It's that wonderful scenario where something that looks so simple can immediately get the message across, we all understand it, but a lot of knowledge, experience and research helps to deliver that. Good typography works like that, we don't notice it, it just works and makes sense - we are experiencing the brand as intended.
Example:
I couldn't talk about typography without mentioning the well known Fedex logo. There has only been 3 logo variations since the launch of the business in 1971.
The company was originally known as Federal Express and the first logo lasted from 1973-1991:
The logo was updated in 1991 to a more minimalist look and the name was changed from Federal Express to Fedex:
In 1994 the logo was updated again and this version is still current today:
The logo uses a clean sans serif typeface that is easy to read. The letters are connected - communicating connection, speed, precision. The designer Lindon Leader's clever use of the negative space between the last two letters which creates an arrow has won the logo several awards. The logo is 3 decades old but the clever choice of typeface is timeless
Personality: Speed, precision and connection
Brand Perception: On time reliable delivery
Brand Experience: The brand delivers trustworthy. innovative and fast transport solutions