Lee Hogan by David Deal
Thanks to Ryan Gosling, we’ll always remember that the international blockbuster Avatar used the font “Papyrus” for its logo title.
Hoping to rescue you and the rest of the world from the same typography faux pas, let’s explore the world of typeface design and why it matters so much. While the topic of typeface might seem mundane, it’s actually an extremely vital component of your brand’s identity, and it should never be disregarded.
What is Typography?
Typography is the style, arrangement, or appearance of typeset matter. In simplified terms, it is how you design and format text to portray your brand’s message accurately. Typography is the outcome of many components, including typeface, hierarchy, contrast, consistency, alignment, whitespace, and color. Great typography is equal parts captivating and readable, and its mission is to communicate the tone of your brand purposefully.
Source: City Foundry STL
Why is Typography Important?
When it comes time to create material for your company, content is king. However, the way your content is represented has a huge impact on whether or not people even read what you have to say in the first place.
It’s also important to remind yourself that while you are building a brand, you are first and foremost creating a unique experience for your potential customers. Brian Eisenberg says, “branding is the subtotal of all the ‘experiences’ your customers have with your business.”
Now you can fully grasp why poor typography, like minuscule font sizes or text that is difficult to read, translates to bad customer experience and, therefore, a negative reputation for your brand. Beautifully formatted, the easy-to-read text has the power to do the exact opposite and ensures a positive, memorable encounter for your clients.
Source: As If Magazine
It’s a Mood
Much like color, typography helps communicate your brand’s distinctive tone and message.
Different typefaces are iconic for specific moods and product markets. For example, sans-serif fonts are considered modern, clean, and simple, while serif fonts have an older vibe and are commonly used for long-form or print content. Script fonts are more personal; the large variety in script typeface ranges from sophisticated and classic to cute and modern. Monospace typeface usually comes across as techy and edgy.
How to Use Typography to Elevate Your Brand
Typography is key to your brand’s success. So, how can you make sure to get it right?
As with all aspects of brand building, it is important to ponder your voice as well as the eyes and ears of the audience you’re aiming to reach. This will help you find a median between brand authenticity and appeal to your target market.
Browse the style of brands you are inspired by or those who successfully and artfully use the typeface in your industry. Pay attention to the way the design of the text makes you feel, and note whether this feeling is in alignment with the entire brand and product identity.
It goes without saying that it is always useful to have marketing experts consult on matters of brand creation and development. At Deal Design, we are committed to taking on board every detail of the message you wish to get across via your brand and create the perfect typographic match.
Deal Design is here to masterfully build the brand of your dreams by utilizing typography combined with other brand design and marketing tools.
It’s time to find your brand’s voice. Just make sure that however you choose to do so, you steer far away from the font “Papyrus.”