Graphic designer Maxwell Alexander has always been fascinated by how design can influence the way people perceive brands, which led him to combine his two passions, typography and branding. In order to learn more about this topic, he spent time chatting with other designers who share his passion for this topic, which resulted in him writing an insightful article on how design and strategy brands are merging in today’s creative world.
What is type?
We’ve all heard of fonts, but many of us don’t understand exactly what they are. A font is a collection of letters, numbers, symbols, and characters that share a similar style. They are on your computer and on your printer. When it comes to combining typography and branding, you need to know what type of font best represents your business or organization. From there, you can create a complete look by combining font families, which helps you create visual consistency across all printed materials, or choose one specific typeface to use across all branded materials. …
The history of typefaces
You have your typefaces, but do you know their history? Let’s review some of the most popular typefaces in history and why they are so beloved. The difference between serif, sans serif, and display faces might seem obvious to designers, but to create effective branding, designers need to understand what makes each work best. From Garamond to Century Gothic, let’s see how typography can enhance your branding strategies.
What is the connection between typography and branding?
Many designers will focus their efforts on branding, leaving typography in the background, but that’s not enough. A designer’s attention to typographic detail is arguably more important than anything else in your branding efforts. When done right, it can have a profound effect on how people perceive your business or product. Of course, you need a logo that stands out from the competition. And you need packaging and materials designed to attract customers by their eyeballs. But if your typography is sloppy or hard to read, it doesn’t matter how good those other elements are: they won’t help attract new customers at all.
Create an overall look
More and more, brands realize that a single visual identity is not enough. It’s more important than ever to create an overall look. The best designers combine branding with their typographic skills to create a comprehensive design that conveys brand value without overwhelming its audience. Here’s how five major studios did it.
Let the text lead the way
Designer Maxwell Alexander doesn’t just want to shape his clients’ brands; he wants them to take shape in a way that reflects their personality. I’m always looking for ways to subtly communicate messages, so I use typography as a backdrop, says Alexander. The New York-based designer sees branding as an art form in which he wants his work to get noticed. From logo design to web design, if it has text in it, you can bet Max designed it with intentionality. In order to give clients what they need while giving themselves something interesting to work with, Alexander has developed a three-step process: Plan > Design > Deliver.
Your brand is the heart and soul of your business. It’s the most powerful and persuasive tool in your marketing arsenal. A strong brand tells your customers exactly who you are, what you stand for, and why they should care about you. It sets your business apart from the competition – literally from a design perspective and figuratively from a strategic perspective.
Duncan Avenue Studios is a full-service branding, photography, graphic design, advertising and marketing studio that’s here to help your business stand out with custom graphic design and branding. Let’s work together to create a powerful branding strategy tailored to your needs that will grow your business one identity at a time! Contact us at duncanavenue.com