Modern typography originated as a reaction against the perceived decadence of typography and design of the late 19th century and was reflective of a new, universal method of communication. Wikipedia aptly defines typography as ‘the art and technique of arranging type to make written language legible, readable, and appealing when displayed’. The use of this typography offers it’s audience a somewhat automatic – subconscious experience, in which it is able to convey a particular meaning. Hence this, typography plays an essential role in the creation of a brand identity, having an impact on the way the voice, style and tone of the brand is presented. For example, in order to create a more modern image, it would be more beneficial to use a sans serif typeface, which is generally designed to look much sharper and cleaner. Whereas, a serif typeface would be used to present a more formal appearance, which is because serif fonts are often reflective of formal typesetting and calligraphy.
As a result of the imagery and typeface used in branding, the audience subconsciously creates a perception of the brand. Typography, when done efficiently and effectively, can help to give your brand a professional image, which consequently will have an overall positive influence over the clients view on your brand. The typography can also have an impact on increasing the memorability of the brand and, through use of both colour and shape, the typography can be a feature that customers immediately recognise as your brand.
Here a a few features to consider when creating the typography for your brand.
2. Kerning and Spacing
3. Weight and Width