In the countless texts we consume day in and day out, the author often subtly steers us in a particular direction of thought, without us even realizing it. For the type itself is an effective communication tool that assigns certain attributes to the text and the brand behind it. Thus, the perception of a brand and, consequently, its recognizability is subconsciously influenced. This blog post will illustrate how exactly this works and how much the right typography can make a difference for a brand’s success.
Typography – What is That Again?
Derived from the ancient Greek words for strike and writing, typography initially refers to the arrangement and design of characters. The topic began, necessarily, with the development of writing. After handwriting was replaced by printing during the Renaissance, movable type was used for the first time. This marked the real development of typography, as each handwriting style was different, but it conveyed more about the writer than about the content of the written word.
For the next several hundred years, the sole purpose of the chosen typeface was to convey information. This was especially true for the printing press. It was important that the text was easy to read, had strong contrast, and presented its content clearly. Since only a small portion of the population was literate, there was no need to stand out in a competitive market as we do today. Therefore, fonts didn’t need further development at that time.
This changed with the introduction of typefaces in advertising and a significantly higher literacy rate. Now, beyond simple information transmission, other advantages of typography were considered. In an increasingly competitive world, it became necessary to stylistically distinguish oneself from other producers. This is how companies managed to remain visible during the transition from a seller’s to a buyer’s market. For one thing has remained unchanged in the world of brands since their inception: What makes a brand successful in the long run is its recognizability.
Fonts and Their Psychological Effect
So how exactly does choosing a particular typography increase recognizability? Simply put, it takes advantage of human emotions and influences our subconscious perception of the written word. Visual stimuli can put us in a variety of moods, which, in turn, affect our consumption behavior. Values are already communicated through the typeface, linked to certain subjective emotions in our subconscious. The more emphasis is placed on the precision and consistent use of typography, the more likely a brand will be recognized. And a higher level of recognition ensures that consumers can perceive a single brand among the many that influence them.
Therefore, when choosing a font, it is crucial that the communicated values align with the identity of the brand or product. The wordmark of the media company Disney, with its playful, curved script, stands in stark contrast to the straightness of the Volkswagen automobile manufacturer’s wordmark. Manufacturers of luxury goods, in particular, often use serif fonts to create an exclusive, high-quality impression with a long history of success.
A minimalist style with strong contrasts and sharp edges, on the other hand, suggests a modern brand, keeping up with the times, showing young or young-at-heart consumers that they are at the right place for this product. In this context, it is common for uppercase letters to be entirely omitted from logos and wordmarks.
The Role of Typography in Brand Strategy
As you can see, a typeface already conveys first impressions of a (corporate) brand, even if only the wordmark is visible. Furthermore, within the brand architecture, typography can illustrate which of the individual product brands should visually distinguish themselves from the “parent” brand. This can also be achieved through small adjustments to the typeface or a name addition to appeal more to a specific target audience.
Brand architecture and strategies are a crucial aspect of branding, which is also covered in this highly informative blog: “An Introduction to the World of Brand Strategy”
A modern font addition, a youthful color choice, or a different typography: These are all ways to position a new brand next to already established ones in the market, without confusing consumers. This also avoids “cannibalization” of own sub-products when they are intended to appeal to a similar target audience.
Not only differences but also the affiliation of a brand to its “parent” must be clearly communicated. This has the advantage that the brand evokes the same positive associations in the target audience as the parent brand. A shared typeface alone shows that “the apple hasn’t fallen far from the tree” and a similar quality standard is to be expected.
Design and Branding Agencies Support You in Choosing the Right Typography
Branding and design agencies have long understood these insights. They have developed clear strategies over the years to guide a brand’s communication and underlying values through typography. There are certain aspects that must not be overlooked in order to achieve this.
For all “newcomers” to branding, this blog post offers a good entry into the topic: “Brand Design – The Journey from Company to Brand”
Typography, especially in establishing a visual hierarchy in branding, is incredibly helpful. The reader’s attention can be directed from one part of a logo or wordmark to another. This can be achieved, for example, through different font sizes or styles. Certain elements are highlighted, making it easier to absorb and process information, and ensuring the message is memorable. As already noted, it is crucial to clearly define the target audience.
In clear contrast to the trends of recent years, where computer fonts symbolized modernity and progress, many brands are now returning to fonts that give a handwritten, personal impression. Also increasingly important are typefaces that work across various media and devices. Where once there was only the book, today there are many different ways to perceive written information. Whether it’s a computer display, mobile phone, or print media, a purposeful typeface must be chosen so that it can unleash its full potential on any background.
The Importance of Typography in Practice
As early as 1886, Frank Robinson, the accountant for the legendary Coca-Cola inventor Dr. John Pemberton, presented his design for the famous logo of the soft drink manufacturer. This logo, with a few minor adjustments, has remained largely unchanged for about 130 years. This clearly conveys to the circle of consumers that this is a traditional company that has been around for many years and will continue to exist. Especially for a global corporation in constant competition and an ever-changing environment, the consistency of such typography is an effective means of expressing security and stability. Maintaining the typeface also conveys the impression that the company has strong roots and is consciously committed to the consistency of its public image.
Typography: The Language of Writing
Especially in today’s advancing information age, where every second is a battle for attention, such “eye guidance” provides a decisive advantage for a brand. However, for a clear brand strategy to become more than just a well-intentioned attempt, it is often essential to seek professional support. Branding or design agencies know how to properly visualize and communicate your (corporate) brand’s values, so you can leave a lasting impression in the future. Typography is constantly evolving, and technological advancements are enabling new projection surfaces whose impact should not be underestimated.