Thanks to Ryan Gosling, we’ll never forget that the international blockbuster Avatar used the font “Papyrus” for its logo title.
Hoping to save you and the rest of the world from similar typography faux pas, let’s dive into the world of typeface design and why it’s so important. While the subject of typography may seem mundane, it’s actually an extremely essential component of your brand identity, and it should never be overlooked.
What is Typography?
Typography is the style, arrangement, or appearance of typeset matter.
Simply put, it is the way you design and format text to appropriately convey your brand’s message. Typography is the product of many different components including typeface, hierarchy, contrast, consistency, alignment, whitespace, and color. Good typography is both interesting and legible, and it serves to intentionally communicate the tone of your brand.
Why is Typography Important?
When it comes to creating material for your brand, content is king. The way your content is represented, however, has an immense impact on whether or not people even read your content in the first place.
The importance of typography extends far beyond the scope of logo design. The role of typography in your brand identity is massive, as it involves the design of packaging, promotional materials, websites, and social media. Typography is one of the heaviest lifters behind your brand, so it deserves careful consideration.
It’s also important to remember that while you are building a brand, you are first and foremost building an experience for your potential customers. Brian Eisenberg says, “branding is the subtotal of all the ‘experiences’ your customers have with your business.”
In light of this, bad typography, like minuscule font sizes or text that is difficult to read, translates to a bad experience and negative connotation for your brand. Beautifully formatted, easy-to-read text has the power to do the opposite and creates a positive, memorable encounter.
It’s a Mood
Just like color does, typography helps communicate your brand’s unique tone and message.
Different typefaces are iconic for certain moods and product markets. For example, sans-serif fonts are more modern, clean, and simple, while serif fonts give off an older vibe and are commonly used for long-form or print content. Script fonts are more personal; the large variation in script typeface ranges from elegant and classy to cute and modern. Monospace typeface usually reads as techy and edgy.
How to Use Typography to Elevate Your Brand
Typography is important. So, how can you make sure to get it right?
As with every step of brand building, it is important to consider your voice as well as the eyes and ears of your customers. This will help you achieve a balance between brand authenticity and appeal to your target market.
Browse the style of brands you admire or those successfully and artfully implementing typeface in your industry. Pay attention to the way the design of the text makes you feel, and note whether this feeling is in alignment with the entire brand and product identity.
Of course, it is always helpful to have marketing experts to consult on matters of brand creation and development. At Deal Design, we commit to learning every detail of the message you wish to communicate via your brand, and we find the perfect typographic match.
Deal Design is here to masterfully create your dream brand by utilizing typography alongside other brand design and marketing tools.
It’s time to find your voice. However you choose to do so, stay far away from the font “Papyrus.”