Branding: Typography and Its Importance

Branding creation and logo creation is already harder than most people think. People don't think about the research and testing that goes into making a logo or a brand. I mean why would they? Most people are more concerned with the product that they are selling to the world, they don't have time to worry about the logo or the brand. I was once told by someone that if they were starting a company, design would be the last thing they would hire, if they hired it at all. Hopefully at this point you all can see how foolish that person is for thinking that way. Design is more than color sketches and making things pretty. It takes close consideration, critiques, and sometimes the logo isn't a picture at all. Sometimes It's strictly Typography.

Creating a logo that is based around typography, and choose fonts to go with your logo are similar, but very different. Typographic logos are fonts yes, but they generally make up the whole logo. Brands like Netflix and Hulu are Typographic based logos. Though they are simple, their logo convey's a lot to their consumers and viewers. Having a typographic logo isn't being lazy or not thought out. If anything, typographic logos are exceedingly thought out. They don't have images that they are relying on, simply their fonts that are used for the logo itself. their fonts help emote something to its viewers.

For example, Netflix and Hulu convey a different emotion and reaction from their logos. Most of which is a subconscious reaction. This is due to the combination of their font and color scheme. Netflix's font : simple, slightly arched, sans serif font. This logo creates a sensation of comfort and excitement, and mimics the display of a TV or a movie theatre screen with that arch. Subtle, but intentional. Hulu font: short, wide, futuristic sans serif font. That with the gradient combination of colors creates a sense that they are "Moving forward with streaming." It creates a sense of progress and openness for its readers.

All those examples to say this: It is perfectly acceptable to have a logo created out of purely fonts, because this form of logo creation is recognized as Typography. Typography is becoming more and more popular due to its natural simplicity and the ability to create custom fonts to fit any brand in particular. Creating a brand for a logo with typography is no different than creating one with an image. Research and testing the brand to groups and company reveals by departments or levels is key. Receiving feed back and making changes to get to the final stage is key.

So we've questioned where do we begin with branding, we've questioned color selection, and now we have posed the question of whether we want a prominent logo based on images or typography. The next step may seem a lot like this step but it's just as important. Font selection for your brand. Confused at how it's different from this Typography article? Don't be. I'll explain it all in time.

Sincerely,

Just Your Average Graphic Designer in totally Digital World

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