Why is typography crucial in branding?
Typography is not just a simple question of aesthetics. It plays a fundamental role in a brand's identity by influencing public perception and reinforcing the personality of the message.
The different typographic styles and their impacts
- Serif fonts (e.g.: Times New Roman, Garamond): They evoke tradition, elegance, and credibility. Often used by luxury or institutional brands.
- Sans-Serif fonts (e.g.: Helvetica, Montserrat): Modern, clean, and accessible, they are ideal for technology and contemporary brands.
- Handwritten fonts (e.g., Pacifico, Dancing Script): They bring a personal and artisanal touch, perfect for brands focused on emotion and authenticity.
How to choose your typography well?
- Consistency with the brand image: The typography should reflect the identity and values of your company.
- Readability and accessibility : A font that is too complex can hinder understanding and the user experience.
- Harmonious association : It is advisable not to use more than two different typefaces to avoid visual overload.
Successful examples of typography usage
Brands like Google and Airbnb use modern and readable typefaces to reinforce their accessible and dynamic image. In contrast, Vogue relies on an elegant font to reflect luxury and prestige.
Typography is a key element of branding that must be chosen carefully. A well-selected font enhances the impact of your message and improves brand recognition.