The Demand for New Typefaces in Branding
Typefaces are a small portion of the branding system but the typeface you use for your brand is likely the first impression you send to your audience. When focusing on your brand, it’s important to think about your brand identity and to reflect on the process, design and how you want to present yourself to the world. The demand for new typefaces has had a positive effect on the branding economy, boosting commissions for graphic designers so they can create the most unique and aesthetic typeface to match your brand as well as starting an online revolution.
There are many different types of branding, each having their own techniques and processes. For personal and individual brands like films, music artists (or any artist), they tend to use posters, specific typefaces and album cover art as a reflection of themselves as well as a way to visually represent their craft, ideas and dreams. While some companies use unique, disproportionate or irregular sized and/or multiple thicknesses in their typefaces to make different and new looks, Sans-serif, more specifically Helvetica, has been the safest and most popular typeface for branding since the 1950s because of its nice, clean and legible typeface as well as having perfectly placed proportional glyphs. People nowadays are favouring simple uniform typefaces over highly embellished ones. Helvetica is appealing visually and quickly assigns meaning. Our society and generation are constantly looking and thinking towards the future, making the demand for new typefaces to become more minimalistic, easy, simple and includes lots of white space. The idea of “less is more” is often thought about while designing a brand logo these days. Logos such as American Apparel, Jeep, Sears, Toyota, Skype and so many more big corporations use Helvetica for a sleek and clear presentation. It’s also a way for the viewer to focus their attention on the word as a whole unlike if you used something like Watermelon Script, which makes your eyes travel and see every unique detail of each individual letter.
Social media has also had an effect on how brands rethink who they are and how they want to present themselves as well as having a huge impact on the demand for typefaces in branding. It’s an effective and fast way to share your brand logo and to get people to know and talk about you. Sans-serif typefaces are the best option for social media branding because it easily adapts across many forms of media like small and large sizes as well as the option of digital or print. While some brands use the same typeface, the emotion and story may vary. Even though they have the same physical features, they may reflect different results in the feelings you perceive.
Hustwit, G. (Director). (2007). Helvetica [Motion picture]. United States: NewVideo.
Weinzierl, T. (2019, February 25). Why brands love to use sans serifs. Retrieved December 07, 2020, from https://www.monotype.com/resources/articles/why-brands-love-to-use-sans-serifs-and-how-you-can-choose-one-too