Using Typography To Create an Impressive Brand
It is difficult to find designers who are brave enough to deviate from standard branding culture practices. Surprisingly enough, communicating brands in a way out of the ordinary is what made many of them as popular as they are.
The starting point of every successful branding strategy is to create a beautiful logo, but there is much more to a designer’s to-do list than that. Each brand should be highly personalized and help the public conjure up the right emotion about your product each time they see your logo displayed somewhere.
Successful branding is what can bring you the most clients, especially nowadays when every less or more popular entity likes to identify itself as a brand.
Branding & Typography
With all the work designers have lately, they can hardly find enough time to research the origins of branding and its specific influence on their work and career. Yet, branding culture is becoming too assimilating to ignore and will raise the question for each designer sooner or letter.
Thing is you can possess and display the best content in the world, but without decent design, you can’t make people exhibit interest in it. That’s when typography comes on the scene and makes content more visible to wider audiences. This is why we believe that every designer should master the typography faucet among his other skills.
Typography can make a brand look modern and sophisticated and expand its presence in the digital landscape. Luckily, today’s web technology makes that possible within minutes, and it is no longer necessary to be extremely creative to achieve these effects.
The secret is fairly simple – textual content is already the core of your business, so why not making it shine? There are even free fonts you can consider getting there but note that the premium ones are much likelier to elevate your brand’s status.
What is branding?
The brand is a term that assembles visuals of the company’s promotional campaigns and helps it invoke professionalism and reliability among first-time viewers. With a good brand, the company will become recognizable in less than no time, and easily distinguished from other similar firms.
As such, branding has plenty of benefits to offer in the long run, the leading of which are customer loyalty, familiarity, recognition, and even declined marketing expenses once audiences know who you are. Basically, you’ll be creating the outward face of your company, and inviting all potential customers to check it out.
Why do you need proper branding?
One thing’s for sure – every company could use quality branding, and the type of product/service it offers has nothing to do with it!
Running a business without the proper branding strategy makes no sense anymore, as customers would perceive it as a copycat company that has little or nothing to offer.
What could a designer do about it?
A solid brand needs a solid foundation, and a strong connection to the product or service being offered. If you believe that your product can make customers happy, make sure your branding assets do the very same and nail the feeling down as accurately as possible.
Nowadays, businesses are identified and recognized by their brand’s design, including the graphics architecture, colors, logos, and so on. If so, we must accept the fact that we need a professional designer to take over the heavy-lifting, and that he or she will have the leading role in the creation process.
For starters, designers have much more insights on how clients perceive different companies and know how to build something that will be consistent with their views. They will try to depict as closely as possible the quality of service you offer and help you choose the right logos and color schemes your customers would remember.
Another thing designers specialize in is typography, an element you must take into consideration if you’re after a successful brand. Typography can make or break any advertising tool, which is why even marketing specialists entrust it to designers at the first place.
By definition, typography is the study and art of arranging letters and words, which not only helps make text readable but also ensures it will be displayed properly across different mediums. It beautifies and enhances the meaning and context of your content, and brings your information to life by making it more obvious and attractive to viewers.
Sometimes, one font is all you need
Did you notice how uninformed the most popular brands are? While it is true that you can make content more diverse using different fonts, you’re not absolutely required to do that.
Less is more
A company’s identity assembles all core elements it is represented by its name, its symbol, its logo, its colors, its typography, and the unique combination of all these visual elements.
Thanks to the variety of typography options, designers can also help you create a multi-dimensional personality.
What do you need for a solid brand identity?
In order to be successful visual branding ought to be understandable, highly expressive, and absolutely memorable.
It is usually a product of careful matching and balancing and prides itself with optical sophistication where nothing is strikingly bold, confusing, or over-cooked. It will ideally be applicable on all instances, including digital media, print, and broadcast.
What a solid brand identity aims to achieve is to convey a clear and understandable visual statement, with occasional subliminal messaging upon need. Anything beyond that would be overly ambitious and unachievable at the initial stage of creating your marketing presence.
There are, however, tricks you can use to remind viewers of your brand. One of them is contrast, commonly applied to add up drama and to break the monotony.
Yet, in order to use it properly, you’ll need to align text elements within an obvious hierarchy, and use different styles, sizes, colors, weights, and even typefaces to help each element stand out.
Be unique and intentional
Much of your design’s craft consists into revealing intentions and creating interactions you’re your customer. Many designers neglect the importance of adjusting user interfaces to similar scenarios, and that’s where they fail to build a loyal relationship with customers.
In order to create a memorable brand, you must walk in your customers’ shoes, join forces with designers and consultants, and consider even the most arrogant and horrendous assumptions and ideas that will be brought on the table. Today’s market is a non-forgiving one, and so should you be.
In order to fulfill the goal, it was created for, a brand identity should be recognizable, optically rich, and crafted with proportion and style. The brand value should never be taken for granted – companies and organizations have a hard time earning it, and it usually has nothing to do with a great slogan or a single professional logo.
On the honest side, it won’t be an easy task to make your brand successful, but some serious research and understanding of your audience will eventually take you there.
Marketing professionals and experienced developers can be of great help when arranging the details and will help you infuse some emotional intelligence into your stunning, yet soulless projects. Therefore, don’t push with strict due dates and limits – take your time, and craft a wonderful and personal experience customers will be able to identify with!
About the Author!
Bogdan is a designer and editor at DesignYourWay. He’s reading design books the same way a hamster eats carrots, and talks all the time about trends, best practices and design principles.