As designers, we often overlook the significance of custom-made fonts and hand-tailored typography. We need only to look at Coca-Cola or Pepsi, two long-term rivals in the beverage manufacture and distribution industry to see the value of typography.
With thousands of fonts already in public circulation, it can be difficult to reinvent the wheel and create a unique font for your client. As a CEO, you may have trouble coming up with a unique font that will speak to your customer base and increase your brand recognition.
According to Small Biz Genius, it takes 5-7 impressions to remember a brand, with brand standardization across different platforms increasing recognition by 23%. Statistics have shown that 72% of best brand names are made up of words or acronyms, which create unique graphic design challenges for visual artists. So, what are the practical benefits of creating a brand new font for your business or client? How can typography foster your brand’s recognition on the open market going forward?
Perks of Establishing a Brand Style Guide
The secret to brand recognition lies in consistency. This is what style guides are for, as they can help marketing departments create visual content bound by a “sandbox” created by the graphic designer. How expansive the sandbox is depends entirely on the visual artist in charge of creating the style guide – however, typography cannot be overlooked or disregarded.
While we find fonts such as Helvetica, Calibri, and Minion Pro all across the web, these fonts have become the norm. Whether B2C or B2B, customers have become passive toward these fonts as they offer nothing new to the eye. Creating a unique font which can become an essential part of the business’ style guide is thus the preferred choice in 2020 and beyond.
Logo & Logotype Implementation
Once you double-down and decide to create a style guide around a unique font, you should carefully choose between logo and logotype. Brands such as Harley Davidson and Google have managed to create brand recognition simply by using a unique serif and sans serif font without additional graphics. Similarly, Heinz has chosen to use its logo as a part of packaging design due to their product portfolio and decided to curve the logotype.
Writing platforms for personal statement help, in addition to Evernote and Grammarly, can help you define the branding of your business, its logotype, and slogan. Make sure to write the copy for the brand you design for before creating the typography that will represent it. The two elements need to mesh together and be as cohesive as possible to help your business foster brand recognition over time.
