Branding entails all the elements that form the identity of a brand and make it distinguishable from other brands. It's the process of creating a unique name, symbol, tone of voice, core values, and or design that helps to establish a presence in the consumer's mind and differentiate the brand from others. It isn’t just about the designs but the entire experience that a customer has with a brand. In this essay I will be talking about the process of finding the adequate typography that suits a brand’s tone of voice, their values, and their imagery.
Typography plays a crucial role in branding, it communicates a message adequately in the absence of the creator. The right choice of typography contributes to laying a foundation for a brand's visual identity, when the tone of voice of a brand is paired with the right typeface it becomes very easy for viewers to understand the brand. The choice of fonts, styles, and sizes help convey the character and or personality of the brand, it gives the impression that the creator intends to give without having to be there in person. For example if you saw a magazine with a bubbly san serif font you’d know that the contents of the magazine are unserious and probably humorous, perhaps it could be an attraction park magazine, whereas if the cover had Times New Roman as its font you’d know that the content of the magazine is something mature and serious, perhaps it would give an authoritative impression. Hence it is very important to research and seek fonts that align with the impression that you want your brand to give. Serif typefaces are perceived as ancient and authoritative, they are often used in prints, whereas san serif typefaces are perceived as modern, simple, and clear, and is often used in digital formats.
Personally I think it is very interesting how much of a big role typography plays when it comes to branding, the right typography with its kerning and tracking can make a brand really stand out. It is important to not overcomplicate things when it comes to typography because once you find the one that you would choose, if it has a few minor things you’re not pleased with, you can still modify the letters thanks to modern technology and software. I also believe that consistent typography helps in brand recognition. Constant exposure to the same fonts used across different brand advertisements reinforces brand familiarity and makes people easily remember the brand.
Typography communicates messages effectively, forms a brand's visual identity, and conveys its character and personality. The choice of fonts, styles, and sizes can give different impressions, with serif typefaces seen as ancient and authoritative, and sans serif as modern and clear. It’s seen that the right typography, kerning, tracking, and the consistency of the typography helps with brand recognition. In conclusion, typography is the most powerful tool in branding, significantly contributing to how a brand is perceived and remembered.