As seen in REDKOR Message and Brand PlayBook, typography gives a brand meaning. It is supposed to support what the brand stands for and what it aims to achieve.
Typography is a bridge for consumers to feel emotions. The styles and font used must trigger the intended emotions of the consumers.
Typography is a core building block of an effective brand program. Companies can be immediately recognizable in a great part due to the distinctive and consistent typographic style that is used. A unified brand image is not possible without typography that has a unique personality to it.
Your specified type should be used across all applications: letters, brochures, web, banners, ads, billboards, packages, forms, social media, etc. You should have a family of fonts that allows you to use different weights for specific applications so users have flexibility to choose the appropriate font, weight, and size for the message we are trying to convey.
We do allow special display faces for unique situations and promotions, but try to keep to our standard fonts.
In REDKOR, below are four questions that we consider when choosing the typography of our customers’ brands, that you can also consider:
1. What is your brand’s personality? Define your brand, its personality, and its message in concrete terms. Styles and fonts chosen must be aligned with such.
2. Who is your target audience? Think about your audience’s background, culture, and preferences. Then choose the styles and fonts that will resonate with them the most and will spark their emotions.
3. What does each font style convey? Familiarize yourself with different fonts, their traits, and their classifications. Make sure that they match your brand.
4. Does the font that you choose fit all mediums of your brand? Choose styles and fonts that will work across all your brand’s mediums such as in product packaging, print, online, mobile devices, etc.
Ultimately, your goal should be to have a typography that not only distinguishes your brand from the competition, but also delivers an immediate and strong message of your brand. Your typography will become an easily recognizable element, building your brand equity. Being consistent in your styles and fonts ensures your brand is recognizable no matter the media or situation.
In REDKOR, vendors need to be held to a high standard when they duplicate our typography in any medium. That consistency builds brand equity, and a consistent brand communicates value and trust.
