Just as much as color in branding is important, typography in branding is just as valuable. Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. It is also attributed to the style, arrangement, and appearance of the letters, numbers, and symbols.
Basically, typography is everywhere we look. It is in the movies that we watch, the books that we read, the social media posts that we see, the billboards that we see, and so on. Typographer Max Phillips said that “Type is what meaning looks like”. REDKOR agrees!
Typography goes hand in hand with color in delivering a brand’s message and personality. Typography influences your readers’ subconscious perception of your brand. Unappealing fonts negatively affect readers’ emotional response to content.
What is Typography?
“The beauty of type lies in its utility; prettiness without readability serves neither author nor reader.” -James Felicitys
CASLON 540 – KINSLEY/ATF
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.
Typography in Branding
According to a Branding agency, Branding typography is a visual element of brand style guide, or brand book, that arranges your business’s written copy in a legible way and aligns your messaging with your brand personality.
Design Director Elizabeth Carey Smith simply and profoundly stated that “Type is branding.” The chosen Typography alone is the branding itself. And we, at REDKOR, take typography seriously.
Consistent typography is the foundation for a successful identity system. The characteristics of a certain typeface often communicate as much about an organization as the words used to describe it. When used consistently, the typeface becomes synonymous with the organization. A typeface family is chosen for consistency and ease of use for all company communications and marketing programs.
In the REDKOR Message & Brand PlayBook, typography influences how our consumers view the personality of your brand. The specific typography, fonts and styles included, chosen for your brand build trust and balance, helping to make our audience feel more energetic as they contemplate purchasing our products. These are all seen in our REDKOR Brand PlayBooks.
REDKOR Message and Brand PlayBook
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 magnifies brand perception and helps in for a brand to be recognized. The styles and fonts must be distinct, unique, and recognizable for the consumers to remember the brand as a whole.
Creating a brand means having a reliable system to showcase your vision, mission, and purpose in a way that resonates and connects with customers. In a Brand PlayBook, you will find images, colors, photography, and elements that reinforce your message and inspire consumer confidence. REDKOR’s strategy organizes emotional responses and memories consumers have with your brand and quantifies the why behind the design choices.
