The A to Z of Typography
Typography is easy to define. It is the visual aspect of the written word.
A text is a sequence of words which remains the same regardless of how it is represented, however once printed, on paper, a screen or a billboard, typography comes into play. It is the way fonts are displayed and the combination of different fonts within a typeface that gives personality to your text.
We’re surrounded with typography – street signs, brand logos, restaurant menus, web pages – almost everywhere we look. Although we don’t give it much thought, most typeface has been carefully planned for the specific use.
Typography and Branding
The goal for any brand is to create an experience which resonates with customers emotionally. Components of brand include logo, colour palette, texture, imagery, tone of voice, animations, customer service and of course……typography.
Subliminal messages are presented to us through branding communication and carry a wealth of meanings.
The contrast and modulation of the strokes, how a stroke is shaped and the height to width proportions determine whether the typography is perceived as warm and friendly, or cold and mechanical.
The right lettering can help consumers identify the key characteristics behind a brand’s attitude.
Typography and Interior Design
Words, phrases, and slogans are also on trend when it comes to interior design. Typography is common on cushions, light boxes, and fabrics. Brands such as Typo have pioneered typography in home accessories.
Typography in interior design has expanded to the personalization of messaging at home with DIY vinyl lettering and stamps.
We recently visited Brick Lane Gallery in Hong Kong and made note of the Typography used in the cafe interior.
Create your own Typography
In addition to choosing a typeface such as Arial, Sans Serif, Monserrat, just to name a few common fonts, you should also consider these additional settings to turn your own font into typography:-
- ALL CAPS
- all lowercase
- S p a c e between letters
- Line height
If you want advice on typography or a font designed specifically for your brand, there are specialist designers to assist.
Alex Trochut was born in Spain. After completing his studies he established his own design studio in Barcelona before relocating to New York City. Through his design, illustration and typographic practice he has developed a distinctive and expressive visual style.
As a designer, Alex focuses on the potential of language as a visual medium. He pushes language to its limits so that seeing and reading become the same action. Text and image become one unified expression.
For more than ten years Jessica Hische has collaborated with clients to create custom lettering artwork for brands, books, and even postage stamps. Now based in California. Jessica has worked with clients such as Adobe, Apple, Etsy, The Gap, Facebook, and Barack Obama, just to name a few.
Craig Ward is a British-born Designer and Creative Director. Although best known for his typography work, Craig is also a best-selling author and contributor to various industry journals. He is currently based in New York.
With personal and commercial brands continually trying to stand-out and identify themselves as unique, the art of typography design is destined to become even more prevalent.
Next time you stroll through a shopping center or order from a menu, pause to consider the typography you’re presented with and how it communicates the brand or message to you.