Branding 101 – Typography & Fonts

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Typography refers to the choosing and arranging of type in order to convey a message. Typography is an old art, dating back to somewhere around 1800 B.C but real growth in typography didn’t take place until the invention of the Gutenberg press in the mid-15th century.
Today, typesetters, compositors, typographers, graphic designers, art directors, comic book artists and even graffiti artists all perform typography.  They all take the simple alphabet and manipulate, deform and design it in a way that a simple “word” can evoke its own very unique emotion.

What is a font?

In typography, a font is traditionally defined as a complete character set of a single size and style of a particular typeface. For example, the set of all characters in Helvetica Neue LT 27 Ultra Condensed is a font.

In the past, each font would have to be painstakingly created but with the advent of the digital age the choice of available fonts has exploded with new fonts being created daily.

Typography + Advertising

Typography has long been a vital part of promotional material and advertising. Designers often use typography to set a theme and mood in an advertisement; for example using bold, large text to convey a message with impact. Type is often used to draw attention by combining it with an efficient use of color, shapes and images. A consistent use of type can play a vital role in conveying a company’s brand. Fonts used in advertisements convey different messages – a classical font can portray a strong personality, while more modern fonts deliver a cleaner, neutral look. Bold fonts are used for making statements and attracting attention.

What does your corporate font and typography style say about your company?

Similar to the creation and design of your company logo, choosing (or creating) a corporate font must be taken seriously with many considerations taken into account. Similar to any creative that has your company name on it, the font(s) you choose must be representative of your company’s vision, ideals and philosophy. There are thousands of fonts to choose from, and thousands more added to the list every year. Making wise choices and sticking with those decisions will help deliver a consistent brand message.

Too many options?

The two major categories of fonts are serif or sans serif fonts. Popular examples of serif fonts are Courier (famously used in typewriters), Rockwell and Times New Roman.  A few popular examples of sans serif fonts are Century Gothic, Helvetica and Arial.

In most cases, serif fonts invoke a more classic or old feeling, while sans serif fonts represent a contemporary vibe. When there is a lot of type on a page, a serif font is generally thought to be more readable, which explains why most books are published using serif type.
Picking between a serif or non-serif font is just the beginning. Some other variables that one must consider is the type’s height, width, symmetry, shape, stroke thickness, letter spacing, sharp or soft/rounded corners, and more. Each characteristic of your font of choice will tell a different story. Many companies choose 3 or 4 different fonts and then apply them to the appropriate message. Taken as a whole, your font can describe your company’s heritage or it’s future. The industry you’re in or your target market. It is a powerful marketing tool.

Invest the time.

Choosing your company fonts is not something that should be done overnight. If your company has its eyes set on becoming a major player, then it is only suitable to research your industry, your competitors and also the heart of your company. With the help of a professional graphic designer, artist or agency, you can create or choose a font that represents your organization accurately and effectively.