Typography is an indispensable tool required to build your brand image. Typography involves the use of art in writing text.
Your brand is the connecting link between your customers and your business. Mentioning it in front of a customer will bring up your business image in their minds. The image is the result of their thoughts about your brand. Your brand is not just a congregation of some alphabets but it personifies your business in an exciting way.
Typography is an indispensable tool required to build your brand image. Typography involves the use of art in writing text. If used meticulously, it can breathe in life into your brand name. Your brand gains courage from its typeface. This makes it important for you to create a clear vision about the typography to be used to brand your business.
Whether you are creating a new logo or redesigning an existing one, you must consider the typeface(s). Take a good look at your logo to decide if the typeface is appropriate or not.
Focus on Kerning
Kerning refers to the space between characters and its adjustment impacts the readability. The space between two characters must be appropriate; it must neither be too little or too much. Kerning must be impeccable.
Inappropriate kerning may change the overall meaning. There must be even space between alphabets so that the entire name looks neat. Over spacing or under spacing your logo will only depict your business as an unprofessional one.
The best example of appropriate kerning is brand 'Adidas'. When one looks at the brand image or logo, it can easily be seen read. This is because of the use of tight kerning which delivers great strength of the brand.
Avoid Using Too Many Fonts
Don't stuff your logo with a number of fonts. At the max, one or two font types can suffice. This will make your logo look authentic and enhance your brand recognition.
Consistency of Typeface with Brand
Whenever a popular logo is changed, it must be ensured that it is consistent with the typeface used in the original logo. Drastic changes in font type or font color can invite criticism from loyal customers. Consistency with original typeface must always be ensured.
Neither Stretch nor Squeeze the Typeface
Designers are often perplexed about space constraints. They need to fit in a well-designed logo in a limited space. This sometimes makes them squeeze the typeface. This results in letters, of the logo, being distorted. In cases where space is an issue, designers must go with condensed letters which are pleasing to the eyes of the viewers.
Avoid Stacking Letters
Advertisement space usually puts pressure on designers to stack letters of the brand. This must be strictly avoided as it makes the text look confusing. Stacking letters impacts readability of the brand image. It can be rotated to make it more legible and give it a chic look.
The Typeface must Reflect your Business Image
Typeface gives strength to your corporate brand image. An engineering company must go with straight, tall, and precise typeface, whist an art firm can go for a typeface having an organic layout.
The typeface of a brand amplifies the promise made by the business. You must choose your typeface as per the promise your brand aims to deliver.
Impact of Typography on Your Brand Value
Typography is vital for making your brand achieve success. It also influences the effectiveness of marketing collaterals as it makes comprehending information easy. Excellent typeface will improve the brand messaging format and make it easy for viewers to understand it. A memorable brand depicts a clear to read text. This will help create a long term bonding with customers. The right typography helps make your brand popular and makes people love and follow it religiously.
Typography is an art which can be used effectively to communicate your brand value. Owing to its impact on communication, understanding the relation between typography and brand is essential to establish brand identity.