Typefaces may vary, but whenever typography plays an important role in a brand identity, we can assume that the brand is appealing to a reader – someone who appreciates prose, or at least a good headline.
Monograms and Word Marks
Monograms and word marks rely on words (typically the initials or name of the company) rather than pictures to represent an organisation graphically. Context and circumstances should guide decisions about whether or not to use a typographic logo. When the goal is a mark that’s clear and straight-forward, type may be best. Of course, that goes out the window if the competitors have all done the same thing. See? Context.
Type Choices
Type has personality. Picking the right typeface means picking one that captures the right feeling. The choice begins with serif vs. sans serif. The thicks and thins of serif typefaces evolved from the pressure points created by a calligrapher’s hand. Given that lineage, serif typefaces often get equated with tradition. By contrast, the relatively younger sans serif typefaces get equated with modernity. Personality is an important consideration when selecting a typeface, but it should not be the only consideration. Legibility, flexibility, and consistency are also important factors to consider for an identity program.
Type and Meaning
As with imagery, typography usually suggests an alternate meaning or cultural context for a brand identity. A typestyle that references classic print ads from the 1950s pushes a brand identity in a very different direction than one inspired by graffiti tags on New York City subway trains from the 1980s. Typestyles always carry their own history, which often shades the meaning of what is being written. Brand identities built with typographic elements in concert with images may ask a bit more of the viewer than those built with images alone, but they often create deeper and more lasting memories. Some of the most effective campaigns and promotions rely on a headline and an image working together as a single unit. That’s why advertising firms continue to partner writers with designers. Label Tech can point you in the right direction for all your labelling considerations. Call us today on 01-8421700 for further information.
