It’s no use having an outstanding logo if your brand’s font and typography can’t match it. Fonts can totally change your branding and the message you’re trying to project as they visually convey a lot of meaning, even if you don’t intend them to!
Visual, Language and Meaning
Fonts can be altered merely by changing the size of the letters or the way that they are arranged. For example, the two examples of ‘stop’ below feature the same font but the way in which they are presented alter the way we perceive them.
The larger font (left) is bolder, more invasive and commanding (like a stop sign). The smaller font (right) spreads the letters out and therefore does not have the same pressing motivation behind its message, as it is not intended to be noticed immediately like font 1. Consider this as you’re designing, as you don’t want to end up with a huge blunder where your graphic design is portraying something that doesn’t match your product’s intention!
Organising the information through typography.
As well as being an aesthetic enhancement to your work, typography should be used to influence how the consumer takes in the information in front of them. The use of stylistic features such as bold, italics and layout will influence how the reader is directed through the text and draw attention to certain parts.
Good vs Bad typography.
Tropicana’s failed re-brand from 2009 is a good reference point when it comes to typography, outlining what works and what doesn’t. Tropicana unsuccessfully tried to embrace the stripped back, clean, modern look when they underwent a rebrand resulting in sales dropping by 20% in 2 months. What went wrong? Their new choice of font was generic and ill-placed around the packaging. The original distinctive green lettering curved around the image of an orange that matches the green of orange’s leaf was gone replaced with a bland and laterally placed font (and colouring), that made no creative efforts whatsoever. All in all, a flop.
Choose versatile fonts.
A brand with strong and successful graphic design can adapt to various campaigns. If you have typography that is over-elaborate it may be difficult to mould it across your different campaigns along the line. Make sure it fits well alongside your various ideas for campaigns along the line.
Choose something that is here to stay.
If it ain’t broke why fix it? You’ll notice that strong brands such as Coca Cola or Nike are not amending their typography and logos every couple or years (though they put nice subtle twists on their typography and design, staying true to the original). Be sure to choose a font that you’re sure about, as re-branding isn’t easy. Equally as mentioned above, make sure your typography allows for some versatility, so that you can adapt it to different colours and campaigns whilst still retaining your original identity.