In a world where brands compete against each other, adding visual impact to the design brand is necessary to establish your stance in the market. This is where typography comes into play. Your logo may be all sophisticated, but fonts help brand communicate its content and values better. One of the toughest (and oftentimes tricky) challenges for designers is to come up with the font that is not only relevant, but is also timeless and versatile to be applied across platforms.
If you are new to design, you may hear about terms that sound like Greek and Hebrew: What is Helvetica? What is the difference between sans serif and serif? And the list goes on and on. This article will help you understand at least a bit about typography and why you need to be concerned about it.
01. Typeface vs Font
So far the terms “typeface” and “font” are frequently used interchangeably, but it actually stands for two things that are closely associated. Whereas typeface is a grouping of fonts with similar characteristics, a font refers to an individual family member of that typeface. If Helvetica is the name of the typeface, Helvetica Neue Std is the font. A font may have a different weight compared to the others.
Tip: Each typeface carries a different characteristic. Think about what your brand’s personality, values, and target market before settling on a typeface. It’ll help your brand stand the test of time and remain relevant.
02. Serif vs Sans Serif
Distinguishing Serif and Sans Serif comes in handy in typography. Serif, originated from Latin terms, is the little stroke that resembles a foot, commonly found on the end of a letter. On the other hand, Sans that literally means ‘without’ is the ‘stripped’ version of Serif. Serif and Sans Serif are both great, but you might want to do a further research or test the readability of the fonts of your choice on as many platforms and devices as possible before deciding which one is best for your brand. Check out this study case to see how typography can make a logo stunning if applied effectively.
Tip: Readability and legibility are the key to amplifying your logo and content. Consult to professional if deemed necessary.
03. Typography as a medium
Typography helps brand communicate tone of voice, age, gender, and emotion—it is the key to attracting audience. An appropriate choice of a font’s size and color refrain your content from looking cluttered and out of focus. Although it’s seemingly trivial, giving typography a serious consideration also reflects great professionalism of your brand.
Tip: If it is too small, your logo and content will look feeble and unreliable. The key is to adjust: highlight the focus by using bigger font sizes or differentiate the sizes to establish an information hierarchy.