Typography is a core building block of an effective brand program. Companies can be immediately recognizable in a great part due to the distinctive and consistent typographic style that is used. A unified brand image is not possible without typography that has a unique personality to it.
Typography is a bridge for consumers to feel emotions. The styles and font used must trigger the intended emotions of the consumers.
As seen in REDKOR Message and Brand PlayBook, typography gives a brand meaning. It is supposed to support what the brand stands for and what it aims to achieve.
Rushford Lee, Owner and Partner of REDKOR Brands, shares an experience showing the importance of choosing a proper typography for a brand.
“I remember a wonderful designer coming to the team with a strong brand concept. It looked good, but right away, I noticed a problem with the design. I asked the designer about the audience for this client. Is the client male or female, how old are they, where they are from, and their position.,” he shared.
Although there was a blank look from the designer at first, Rushford came to a realization that this certain client was usually a manager, female, between 40 and 60 years of age.
He then asked the designer what in his design wouldn’t work for his audience. “It took him a while, and we discussed the logo, the colors, etc., and it seemed like most of the elements were inline. I asked him why he chose the size of font he used for everything. He responded, “It’s a great font and very popular right now.”
“I commented back and said it’s awfully small to be able to read. He was in his 30s, and finally, he got it. His audience could easily be more mature and in their 60s. Right, They might not be able to read the text. Then they will feel bad and be reminded that their eyesight is getting a little worse, not be able to read it, and then be frustrated with the communications,” Rushford reasoned.
Asked what Rushford’s advice is to people who are choosing the typography for their brand, he said, “Always remember who you are designing for and what font will work for them. Your customer might never even understand the size and font style, but they don’t want to be reminded that it was hard to read. Also, a font that appears whimsical or modern might not appeal to the reader. Know your clients and pick your font wisely.”
Additionally, consistent typography is needed. It is the foundation for a successful identity system. The characteristics of a certain typeface often communicate as much about an organization as the words used to describe it. When used consistently, the typeface becomes synonymous with the organization. A typeface family is chosen for consistency and ease of use for all company communications and marketing programs.
In the REDKOR Message & Brand PlayBook, typography influences how our consumers view the personality of your brand. The specific typography, fonts and styles included, chosen for your brand build trust and balance, helping to make our audience feel more energetic as they contemplate purchasing our products. These are all seen in our REDKOR Brand PlayBooks.
