In the world of design, type is one of the most talked, argued and celebrated subjects but why?
These days people need better ways to communicate to more diverse audiences. We know from experience that what we have to say is much easier for others to understand if we put it in the right voice; type is that voice, the visible language linking writer and reader. Erik Spiekermann, Stop Stealing Sheep.
Without type in our complex, visual digital world today, you are unable to communicate what it is your business can do for its audience. How you can help your potential clients and customers solve a problem by providing them with a product or service that has the solution.
You cannot tell them you have the solution without the art of communication, without type. Type is a very powerful tool to help with your branding strategy, if used in the right way and we have two key considerations when thinking about type for your branding or re-branding:
- Type is Everywhere – it’s on our food products, in our cars, in our clothing and even on our electrical appliances. Imagine a world without type, how would we know what size knickers we were putting on or what flavour drink we like the most? Type identifies the function or service to your customers, clients and audience so make sure its clear and relevant. Missing small key pieces of information could be the deciding point in a buying decision.
- Type builds Character – its style and its content says a lot about your brand and business so you need to make sure that you are giving the right impression. A key example would be if your product or service is a serious one like legal services, you would not then use a hand drawn decorative type such as the one below: likewise you would not use a serious sans-serif such as Times New Roman to promote a new and exciting family cafe.
As we like to say, if all else fails, use Helvetica!
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