Wordmarks and Secondary TypefacesA brand’s logo can be purely typographic, known as a wordmark, where the design transforms text into an instantly recognizable symbol. Think of Coca-Cola or FedEx, where custom typography has become synonymous with the brand. In contrast, other brands use typography as a supporting element beside a logo symbol. For instance, a healthcare brand might use calming sans-serifs across its platforms, while a tech start-up might choose bold, geometric fonts to convey innovation.The Role of Secondary TypographyBrands typically employ secondary typefaces to maintain consistency across materials, from website content to marketing collateral. These fonts are carefully chosen to reinforce the brand’s identity while ensuring legibility and professionalism in various applications. Secondary typefaces keep communications visually cohesive, no matter the platform, enabling the brand to maintain its voice.Case Study: Collaborative and Purposeful TypographyFor example, Kasa Medical Collective’s typography reflects a nurturing and progressive identity, with customized letterforms that link together to symbolize community and care. Meanwhile, City Gateway’s minimal, clean typography underscores its focus on technology and progress, delivering technical information with clarity.Crafting a Unique Typographic IdentityAt our Brand Experience Studio, each project is an exploration of typefaces that bring out the brand’s personality. We look for details like letterform rigidity or fluidity to ensure the typography supports the intended brand image. From custom wordmarks to secondary typefaces, every typographic decision is strategic, crafting a consistent story that resonates with the audience.Typography, when executed thoughtfully, enhances brand storytelling. It shapes the brand’s voice, turning written words into an engaging experience that not only attracts but also connects with the audience.
When envisioning a brand, logos and color schemes often come to mind first. Yet, typography—a more subtle but equally potent tool—plays an essential role in defining brand perception. Typography is not just about choosing a font; it’s about conveying the brand’s voice, tone, and personality, influencing how people connect with it.While many of us see typography as just selecting fonts, it’s a broader discipline combining art and science. Typography shapes how audiences interpret the brand’s message, with every detail—letter spacing, line height, and text size—impacting readability and alignment with brand identity.Strategic Typography in BrandingTypography goes beyond aesthetics; it’s a core element of brand strategy. Fonts are chosen not just for looks but to reflect the brand’s essence. For instance, a playful brand might use rounded, casual typefaces, while a luxury brand might lean toward refined serifs. Defining the brand’s personality—be it bold, sophisticated, or friendly—is the first step, as it sets the direction for typography that aligns visuals with brand voice.
