How Typography can Improve Branding

It goes without saying that one of the design process’ integral elements in making a highly effective brand is typography. Aside from color palettes, themes, and images, typography also sets off the tone, a specific feel, when it comes to communicating the brand.

 

StartJG’s creative director Chris Bennett, a multi-skilled creative director that runs a team that delivers brand expression, shares four ways on how to properly achieve the desired effect of the design using typography.

 

1. Setting the right mood

The thing about the type is that it influences people both consciously and subconsciously, so even though visually, they are already taken by the image used – which is usually the first thing that catches people’s attention – the type actually incorporates the entire brand in one single look.

 

Also, there’s reasoning (more often than not, is psychological in nature) attached when it comes to choosing a font. It can create an emotion, improve a theme, stimulate interest, add character, and sometimes, even convey trust.

 

2. Subtlety

Sure, there are typography that aims to provoke or begs for attention, but if it’s how it is meant to function, then it serves its purpose. However, in general, good typography should go unnoticed. It means that it complements its creative surroundings; it works well with the other elements and contributes to the overall effect of the design. It is when typography distracts the consumers to what is actually meant to be communicated that it fails to achieve the brand’s goals.

 

3. Delivering a message

The constant evolution of the market’s demands means that brands must keep up with what the consumer wants. With this, companies must ensure that their brands are acclimated with these changes – which include typography styles. However, establishing the brand means that it should also have a strong recall, and, like what was mentioned earlier, it must encompass everything in one single look – using the best and most proper font for the type of product or service offered. No small detail is irrelevant, and everything must have something that it stands for.

 

For example, Russia’s most iconic airline, Transaero, wanted to convey being the future of air travel, so with its revamped look, as seen below, the StartJG team collaborated with independent font foundry Dalton Maag to create a bespoke typeface that best suits the brand’s forward-facing vibe.

 

Transaero new logo_StartJG

4. Relevance

There’s a reason why certain fonts connotes and denotes a certain effect on people – whether positive or negative. It’s because people’s perceptions are greatly affected by today’s shifts and trends in media, mostly through digital technology, where more and more people utilize every day. Because of the vast information available in these different kinds of media, it is essential for companies to make their brand consumer-friendly and relevant.


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