Essentially, typography is the visual component of the written word. It is the technique, and art, of arranging letters in a way that makes the text legible, clear, and visually appealing to the reader. Typography involves the structure, size, weight, and style of the characters. It also considers the amount of space between the letters, characters, words, and lines. All of this comes together to influence certain emotions and convey specific messages to support the written letters and characters. When done well, it is incredibly powerful. When done poorly, there is a risk the message will be lost or misunderstood.
Before the digital age, typography was a specialized craft associated with books and other public works. Even before Gutenberg’s printing press, handwritten books or posters were carefully crafted, spacing was experimented with, and sometimes ornate embellished letters decorated the pages. It then evolved to include movable type tiles with the invention of the printing press, which massively expanded the art form. The creativity of typography then extended even further with the explosion of the digital age.
When it comes to branding, typography helps convey your message to your audience. Good typography will create a visual hierarchy, feel balanced, provide contrast, create consistency, inform structure, and set the tone of your product. The way the words and letters look and interact with each other is just as important as the meaning of the words. The typography choices you make can either help or harm your brand.
A Brand Refresh fit for a (Burger) King
Not too long ago, Burger King underwent a major brand refresh not too long ago! They hadn’t rebranded since 1999, and this new rebrand feels super fresh and juicy. At first glance, some may think they simply returned to their most successful old logos, of which appeared in 1969 and 1994 – but it’s so…
5 Reasons Successful Branding Is Important
In today’s highly competitive marketplace, building a strong brand identity is crucial for businesses looking to stand out and connect with their target audience. A well-crafted brand strategy not only delivers a clear and compelling message but also creates an emotional connection with customers, reinforces credibility, and inspires loyalty. In this article, we’ll explore six…
5 Ways a Well-Built Brand Makes Your Company Money
We all know standing out in a crowded market is essential for success. One way to do that is by creating and maintaining a well-built brand. After all, your brand is more than just a logo and a tagline, it’s the image and perception that customers have of your business. A strong brand sets you…
The Future of Branding: How Technology is Shaping the Industry
Executive Summary As we move further into the digital age, technology continues to revolutionize the branding landscape. This white paper will examine the key technological developments shaping the future of branding and discuss how businesses can leverage these advancements to create stronger brand identities, enhance customer experiences, and maintain a competitive edge. Topics covered include…
The Importance of a Social Media Presence
Social media has become an integral part of our lives, with billions of people across the globe using these platforms to connect, engage, and share content. For businesses, social media provides a powerful opportunity to build brand awareness, connect with customers, and drive growth. In today’s competitive marketplace, having a social media presence is no…
Color Psychology
Color psychology is the study of hues as a determinant of human behavior. Colors can cause certain emotional reactions, and even influence perceptions that are not necessarily conscious. Color psychology is used all around us, taking its cues from nature, and should be considered in marketing and branding. The following are just some common color…
Plan it, make it, stretch it, wrap it, ink it, spin it, long print run it : Flexographic
Flexographic printing is a form of direct relief printing that is characterized by the use of flexible printing plates. In the past, these printing plates were always made of rubber, whereas today, flexible photopolymer printing plates might also be used. These plates have a slightly raised image of the content on them, they’re inked, and…
The Foundations of Branding
The foundations of your brand is your logo, your messaging, website, imagery and promotional materials. Keeping a consistent brand is critically necessary when it comes to building brand equity. Brand equity adds value to your company based on the core values you promote, and comes in the form of perceived quality. Brand consistency is key…
