Influence how consumers view your brand
The importance of typography in branding
If you think a detail such as typography won’t influence how consumers view your brand, you better think twice. Typography is nothing short of an extension of the brand’s voice and tone. Here are the most significant reasons why typography should become a part of your branding strategy:
It reflects brand personality
Typography communicates the style, tone and voice of your brand – in short, its entire personality. Unique typography conveys a clear message about your brand as one that cares about details and has a strong appreciation for aesthetics.
It helps your brand to be consistent
The same font and typeface in both digital and paper marketing materials will help your brand image resonate stronger with your clients. A characteristic typography can become a feature to enable consumers to immediately recognise your brand.
It helps consumers to remember your brand
Both in logos and text bodies, typography can become integrated with your brand in the public imagination. It can be about shape, but also about colour.
It’s there to set the right tone
Typography will help you create the right atmosphere and invoke a set of associations you want consumers to have with your brand. Whether you go for eccentric and playful or serious and reliable, your brand values can be reinforced with the right typographic setting.
It creates a context for your brand
Every typestyle has its own unique history and you can use this to your advantage to situate your brand within a context your target audience will appreciate. Use it wisely – a typography that alludes to the classic print ads from the 1950’s will push a brand identity in a completely different direction than a typestyle inspired by graffiti tags on the subway.