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Typography is one of the most overlooked elements of branding, and at the same time it has a huge impact on how your brand is perceived. Choosing the right fonts isn't just a matter of aesthetics — it's also a key component of visual communication that can decide the success or failure of your strategy. In this article, we will look at how typography shapes brand perception and how to make informed choices in this area.
Typography is not only the choice of font, but the whole art of text layout — from letter size, through character spacing (kerning), to style and visual hierarchy. Here are a few reasons why it is crucial in brand design:
- First Impression: The font you use is often the first visual element a customer comes in contact with. A well-chosen typography can inspire confidence and interest, while the wrong choice can scare away your audience.
- Brand Identity: Typography can communicate the character and values of the brand. A sans serif font can emphasize modernity and simplicity, while a serif font testifies to tradition and elegance.
- Readability and functionality: Even the most beautiful font will not do its job if the text is difficult to read. Functionality should always go hand in hand with aesthetics.
How does typography affect brand perception?
Each font carries with it a certain emotional charge. Let's take a look at how different typography styles affect brand perception:
- Serif fonts (serif): Classic and elegant. Serif fonts, such as Times New Roman or Garamond, are often used by brands that want to emphasize tradition, credibility and professionalism (e.g. law firms, banks).
- Sans-serif fonts: Modern and minimalist. Helvetica or Arial are popular choices for tech brands or startups looking to communicate simplicity and innovation.
- Written fonts (script): Elegant and creative. Stylized fonts that mimic handwriting are great in industries related to fashion, beauty or events.
- Decorative fonts: Bold and expressive. These unusual styles are ideal for brands that want to stand out, but require careful application so that they do not overwhelm the message.
- Kustom: Fully personalized typefaces that reflect the unique character of the brand. This solution is ideal for companies that want to stand out from the competition by building a coherent and unique visual identity.
Custom typography, case study: AWEX
One of the most inspiring examples of the use of custom typography is the rebranding of the AWEX brand, realized by our studio. AWEX is an emergency lighting manufacturer that wanted to refresh its image in order to better reflect the modernity and global nature of its business.
The Challenge
The main challenge was to create typography that would not only be aesthetic, but also functional in different languages and cultural contexts. In addition, the typography was intended to distinguish AWEX among other government institutions, while maintaining a professional and reliable character, while at the same time referring to the brand symbol.
Solution
- Create from scratch: Instead of using ready-made fonts, we designed a custom font that fully reflects the character of the brand. This cut combines the simplicity of sans serif letters with subtle details that give it a unique character.
- Universality: Custom typography is designed for versatile use — from printed reports to presentations to digital user interfaces.
- Symbolism: The shapes of the letters refer to dynamics and innovation, while maintaining legibility and functionality.
Resultaten
Custom typography has become the centerpiece of AWEX's new visual identity, bringing benefits that go beyond aesthetics. Thanks to its unique typeface, the brand has stood out from the competition, gaining a visual consistency that enhances its recognition in every communication. The new font not only emphasizes professionalism and modernity, but also supports AWEX's global reach, building the brand's image as innovative, dynamic and trustworthy. As a result, typography has become a key tool in brand communication, which translates into greater involvement of customers and business partners.
How to choose the right typography for your brand?
The choice of typography should be thoughtful and consistent with the nature of your brand. Here are some steps that are worth going through in this process:
- Define brand personality: Is your brand modern or traditional? Elegant or friendly? The answers to these questions will help you determine what style of font best reflects its character.
- Consider the recipient: Who is your target customer? A different typography will be suitable for a brand aimed at teenagers, and another for B2B companies.
- Test different options: Prepare some suggestions and see how fonts look in different contexts — on a website, business cards or flyers.
- Bet on consistency: Choose no more than two or three fonts that will complement each other in different uses (e.g. headings, content, captions).
In summary, typography is a powerful tool in building a brand image. Choosing the right font can emphasize the character of your business, influence the emotions of your audience and improve the readability of your message. Be sure to approach this process consciously, test different options and bet on visual consistency. A well-chosen typography is an investment that pays off in the long run.
If you want to know more about our services in Branding and visual design, we invite you to visit the relevant tabs on our website. Contact us to discuss your brand needs and create something special together.