Why Typography Is Important For Your Brand?
Updated: Oct 1, 2019
Typography, so what it is? let us begin by having a look at the picture below.
Did you spot any difference in the above picture? Why does it feel odd?
It’s because the way a text is written, designed and presented creates a lot of difference in how we recognize and remember things. This art and technique of arranging type is called typography. A lot of us assume that typeface and font are the same thing; they aren’t. Typeface is a series of letters that are designed to belong together, so Calibri is a typeface and Calibri light is a font that along with other fonts come under the Calibri typeface.
So, fonts are to typefaces like words are to sentences. These typefaces are of many kinds, and each one of them is special in their own way. You see, different typefaces exude different meanings, they set a tone and help in evoking emotions.
The above example merely touches upon the fact as to why typography should never be an after-thought. Since typography is everywhere for everyone to see, it is quite a powerful tool that a company should use while branding.
So how does typography make a difference?
In our daily life, we unconsciously come across a lot of typography. It is just that we never pause and question why does something look the way it looks like. There are certain texts that we see and understand their meaning just by looking at the way they are written; implying that every text creates a perception on the human mind.
When we use Baskerville to tell people there is a house for rent, it looks trustworthy and credible. But if the same text is written in Bloody, it might indicate that this is some sort of a prank by someone. A person can easily deduce the difference between graffiti and a wall poster, even though they both come under wall painting. So, typography is ingrained in us and we cannot ignore it.
It is not just limited to creating logo designs as it is assumed by many. As aforementioned, it is everywhere – on our mobile screens, e-mails, websites, posters, slogans, signboards, and all the places, even on our notebooks in our own handwriting. When letters and characters are arranged in a creative manner, it becomes art. This art defines one’s personality, helps one to express their voice, and the kind of vibe they are trying to give out. When one describes their brand verbally, it is very easy to understand since we relate to the kind of tone they are setting. But how does one set a tone to a visual description? One does that through typography. So, each font, typeface and design matters when the content is put out.
Usually, companies tend to ignore how important typography is for branding. Good branding leaves a long-lasting impression and this ensures brand recognition. While branding, a company must look for solutions to questions like:
· What is your voice?
· How are you projecting your brand?
· Is it doing justice to what your company stands for?
· Is it creating a connection with people?
· Is it strong enough to leave a memorable impression on people?
· Does it make you stand out from your competitors?
Once people start recognizing a brand just through its content design, that is when it becomes successful. Most people also believe that the type craft ends at logo designing but that is just the beginning. The secret to successful branding is typography because the words that we choose to describe ourselves are important but the type we need to choose is equally important since type creates a visual inflexion. Companies with powerful branding say it all with their design, such is the power of typography!
If you are looking for designers to create a design that speaks to you, look no further because at Dramantram, this is exactly what we do, just drop a mail at: email@example.com or visit our website.
**Dramantram (Pronounced as Dra-Mann-Tram) is a video production, communication design, digital marketing, and a concept photography company that takes a human-centered, design-based approach to innovate, create and communicate. Our flexible approach works in tandem with creativity and innovation.