Typography in Branding

Modern typography originated as a reaction against the perceived decadence of typography and design of the late 19th century and was reflective of a new, universal method of communication. Wikipedia aptly defines typography as ‘the art and technique of arranging type to make written language legible, readable, and appealing when displayed’. The use of this typography offers it’s audience a somewhat automatic – subconscious experience, in which it is able to convey a particular meaning. Hence this, typography plays an essential role in the creation of a brand identity, having an impact on the way the voice, style and tone of the brand is presented. For example, in order to create a more modern image, it would be more beneficial to use a sans serif typeface, which is generally designed to look much sharper and cleaner. Whereas, a serif typeface would be used to present a more formal appearance, which is because serif fonts are often reflective of formal typesetting and calligraphy.

As a result of the imagery and typeface used in branding, the audience subconsciously  creates a perception of the brand. Typography, when done efficiently and effectively, can help to give your brand a professional image, which consequently will have an overall positive influence over the clients view on your brand. The typography can also have an impact on increasing the memorability of the brand and, through use of both colour and shape, the typography can be a feature that customers immediately recognise as your brand.

Here a a few features to consider when creating the typography for your brand.

  1. Typeface

Within these four different types of typeface there are various classes that different fonts can fall under. A few examples of these are: old style serif, transitional serif, grotesque sans serif, geometric sans serif, formal script and blackletter script.

2. Kerning and Spacing

Kerning is the adjustment of the spacing between characters in order to achieve a more aesthetically pleasing visual. The desired tone of voice that you desire to convey should determine how tight or loose it is, for example; a tighter spacing creates a much more dramatic image.

3. Weight and Width

There are many different types of weights and widths, which vary dependant on the font used. Some examples of possible width and weight options are: extra light, light, condensed, compressed, regular, demi bold, bold, extra bold, black, ultra black, heavy, and wide.

4. Capitalisation

The use of upper case often creates a much more eye catching and striking image, whereas lower case serves the purpose of presenting a brand as more casual and informal.