Typography is one of the most important element of increase the brand value and identity. If you are a designer then you must know comic sans is not used or Helvetica is mostly used in every layouts such as signboard, store front. Typography teaches us about type. While discussing about typography a number of terms come to our minds. Typography teaches us how to differentiate each term. A typeface explains the over type family: Times, Gotham, Arial, Verdana. A font describes a particular member in those families: Arial Bold, Times Italic.
As per the term the brand identity design is the arrangements and creation of the design elements that help to solve a particular problem. While solving the challenge a brand starts having an identity, an association is established and finally a brand is formed in the minds of its target customers. Amongst the elements that works hard to create a brand identity typography tops the chart. It is the silent hero that works quietly to built an association in so self obliterated way that it has become one of the most necessary part of the entire branding process.
Typography is revolving around us like music and language. The essence of typography lies within the using and playing with the letters. The way is used to dress up the letters as well as the words influences the meaning. The letter or the alphabets which are used in the designing are considered as the tiny pictures by the designers. The designers by designing these letters try to express the actual flavor or the feeling of the brand. The surprising fact is that the alphabets that we know have also evolved from the pictorial presentations. Like any image these alphabets have also been subjected to experiment by a number of designers, artists and painters who have tried to show their designing skills.
With the advent and development of languages letter forms have also improved day by day. If you take the example of the letter ‘A’ you can find uncountable number of ways using which you can draw this particular letter while retaining the same meaning every time. Not always for branding purpose typography can be an essential part to consider while designing a wedding invitation card as well. Here wordings are the message. Therefore, the typeface we use should convey the message exactly. Most of the cards are written using Snell Roundhand. The typeface should match the feeling of the message which is cordial and elegant.
While talking about typography we can remember a number of terms some of which are like type family, type fonts, typeface etc. But the most important thing is to know the difference between each term.
The best brand identity can be created only when it has a wonderful visual. Sometimes these visuals remains inherent within the pictures, themes and illustrations. Typographic consideration is the most critical for a quality brand identity design. As we leave in a society where words leave a great impression, typography plays an important role in creating brand identity.
The world of typography is huge and this article has tried to expose only a certain part of this huge subject. It has only explored then power and the depth of typography and its inherent relation to the brand identity design. Singapore is considered to be one of the best places to experiment with the typography thanks to the innumerable number of displayed communications. It is the hub of rich, elegant, and deep practice of communication.
But unlike Singapore, in spite of being so important part there has been little research conducted to prove the effect of typographics. One reason responsible for this ignorance can be the absences of an organized framework, which can be able to define the relationship between the dimension and the outcome of the typographics and the result of those outcomes on the entire brand value.
About the Author:
The above article is written and edited by Roxanne, who is a freelance writer for various blogs and communities related to logo and graphic design. In her free time she designs logos and creates graphics for some of her clients. Some of her works can be checked here: Logo Design Portfolio