Typography and Branding
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- enjine
So Typographica or anyone else, I've had this on my mind for a while now and thought we all might benefit from an informed answer. I really don't know anything about typography, aside from the few books I have and blogs or articles I read on the web--but this seems like something I should know:
When branding an entity, corporate or not, is it good form or poor form to use classic typefaces as the logo text--typefaces such as Garamond, Univers, Helvetica, Times, etc... Or is it irrelevent what typeface you use, so long as it works? I'm talking specifically branding/logos here.
- 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'.
- Typographica0
I can't add much to what gramme said, except that another reason to use rare type or customize the type is to help the brand stand apart. Be different. Be recognizable. Any type that helps you achieve that is fair game.
- enjine0
word. thanks for both responses. that's pretty much what i'd figured, but thought it was important enough to ask aloud.