INSIGHTS

It’s not just what you say that matters; it’s how you say it.

Typography, often underestimated, plays a huge role in creating a unique and memorable brand image. At CreativeHutch, we recognise that the power of typography extends far beyond the mere arrangement of letters and characters (geek alert).

In this post of our “Good Design Series,” we’ll delve into the significance of typography and the impact it can have on your brand identity.

Typography: beyond letters and words

Typography is more than selecting fonts and arranging text. It’s the art of choosing the right style, size, spacing, and arrangement of type to convey a brand’s personality, tone, and message.

Think of typography as the voice of your brand – it speaks to your audience, setting the mood and tone for your content.

Typography in your branding

1. First impressions: Typography is often the first visual element your audience encounters within your branding. The typeface you choose instantly communicates your brand’s character. Is it playful, serious, elegant, or modern? Typography sets the tone.
2. Consistency: A consistent typography style across all brand materials reinforces your visual identity. It ensures that your audience recognises your brand instantly, whether they’re reading a blog post or viewing an advertisement.
3. Memorability: Unique typography can make your brand unforgettable. Just think of Coca-Cola’s distinctive script font or the bold, contemporary look of Nike. These fonts are etched in our minds.
4. Clarity and readability: Good typography enhances content legibility, making it easy for your audience to consume your message. No matter how compelling your content is, it won’t have an impact if it’s hard to read.

Selecting the right fonts for your business

Choosing the right fonts for your brand is an art in itself. Here are some tips:

1. Brand personality: Align your font choice with your brand’s personality. Serif fonts like Times New Roman convey tradition and reliability, while sans-serif fonts like Helvetica offer a modern and clean look.
2. Legibility: Prioritise readability. Fancy or overly decorative fonts may look appealing but can be challenging to read, especially when scaled down to smaller sizes.
3. Versatility: Ensure that your chosen fonts work well in various applications, from print materials to websites. Scalability and adaptability are crucial.

Typography in action: Coca-Cola

It’s fair to say that Coca-Cola are one of the absolute masters of brand. They understand the importance of typography and branding, and have even taken this one step further by creating their own custom font: TCCC Unity. The Coca-Cola script is iconic, and they have designed a typeface to complement this brand asset.

Using their own proprietary font is a perfect example of how Coca-Cola continue to enhance their identity and unity through typography. TCCC Unity is described as a modern homage to Coca-Cola’s rich heritage, drawing inspiration from its classic Spencerian script while embracing a contemporary, inclusive, and optimistic outlook. The font looks to blend the brand’s 138-year history with its forward-looking vision, and ensures the brand’s message is communicated clearly and consistently across all mediums.

You can nerd out with us and take a peek at their Coca-Cola Foundation brand guidelines here.

Tips for elevating Typography within your branding

• Typography guidelines: Establish clear typography guidelines for your brand, specifying font families, sizes, and styles for different applications.
• Hierarchy: Use typography to establish a hierarchy in your content. Headings, subheadings, and body text should have distinct styles.
• Test and refine: Don’t hesitate to experiment and test different fonts to find the ones that resonate most with your audience. However, please never use more than THREE fonts!
• Stay Consistent: Consistency is key. Ensure that your typography remains consistent across all brand materials and platforms.

Crafting your brand’s typography

Typography is a silent but powerful force in branding. It has the ability to convey your brand’s personality and enhance the overall reading experience. Typography, when used strategically and thoughtfully, becomes an integral part of your brand’s visual identity, helping you stand out in a crowded marketplace.

So there you have it. Why your choice of font can make a big difference in the success of your brand. Choose wisely!

I hope you enjoyed reading. Come back next week, where we’ll explore the world of printed marketing materials and their role in shaping brand perception.