When the logotype is in the Roboto font or a similar font family, the impression is immediately different. What would happen if we were to use, let’s say, a sans serif modern typeface that is mostly used for body text? The Didone font you see in this logo is serif typography that shows class, elegance, tradition and longevity. a typographic logo consisting of only the brand name. Here’s a simple example: Vogue, the most famous fashion magazine in the world, uses a logotype, i.e. Typography is one of the most crucial elements that make a difference in this decision. They form an impression based on these assets, and then, willingly or not, decide whether to trust the brand enough to make a purchase. When buyers and audiences first discover a brand, the first thing they see is the logo, colors and other branding elements. Here are some of the reasons why finding the right font is extremely important. The image audiences see forms a subconscious picture in their head that a company is friendly, youthful, corporate, trustworthy, traditional… Anything the company itself wants to position as and showcase, a graphic designer will know how to translate into visual branding.ĭesigners use fonts, but also colors, shapes, imagery, and combined with the right messaging, branding and marketing are crucial to the market success of a brand. In graphic design, the final look needs to be well aligned with the branding identity, messaging, industry and even current policies of the brand. Why is choosing the right font important?
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