Typography and Branding
Typography and Branding
Out of context: Reply #1
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- gramme0
There is nothign wrong using a classic typeface such as Univers or Garamond; however, I think it is unimaginative and irresponsible to use a typeface 'as is' for a corporate ID. Anyone could then rip it off with their eyes closed. It should be customized and/or redrawn, however subtly. Adding ligatures, refining letter shapes, tweaking kerning, incorporating symbols into typography...This is most important in word-marks, but should still be done in identities that are more icon-driven.
The typeface is never irrelevant, all typefaces have a voice and should be given consideration based exclusively upon whether it is appropriate for the client, or not. That's what wilk make the ID 'work'.