What is type and how can it help grow your business?

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:

  1. 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.

    New vans ultra range, black shoe with white sole and white vans logo on the tongue
    You would not be able to identify these as official Vans without their type logo on the tongue of the shoe.
  2. 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.
    Taylor St Barista give a good sense of what they are about in their logo design here. using the now well know latte art shape as their logo and a custom type.
    Taylor St Barista give a good sense of what they are about in their logo design here. using the now well know latte art shape as their logo and a custom type.

    As we like to say, if all else fails, use Helvetica!

Have you just launched your new startup business and looking for a logo designer that can put your ideas and inspirations onto paper? Contact us for a quote here.

 

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