Graphic design is much more than harmonious colours and clean layout; it also relies heavily on clear typography. So much so, that the treatment of a typeface can make or break a design.
In 2010, the importance not only of good design, but the integrity of a good font was emphasised by the Gap logo rebrand. Only seven days after presenting the new logo, it had received so much criticism from the world press and various social media feeds and forums that it was scrapped. So could an alternative font choice have made all the difference? In the 90’s, Helvetica was a great favourite with designers everywhere, however, these days it seems to have fallen out of favour and seemingly, not even a brand as big as Gap can bring it back.
This major design flop highlights the importance of typography when designing anything for a company. When considering your own brand, you must realise that the image you portray is more important than anything else you will ever present to the public. It can often be overlooked and not given the thought it deserves.
Firstly, consider the message you intend to send out to your clients. Is your company established, traditional and dependable, or contemporary, dynamic and bold? Is the audience largely male or female? A font can help define all of these things. Secondly, which items do you need to apply the brand to? Business cards, vehicle livery, website – the list goes on, and by considering this before the brand design, you should never run into any issues with logos being too small or text being illegible. Text should never be difficult to read: This can often be the case though, when the font or layout has been given little or no consideration. Finally, who are your competitors? You need to differentiate your brand from the competition. Choose a different colour and most importantly, a different typeface!
Rather than simply choosing the fonts you happen to like, and to avoid running into any design, layout or typography issues, it is always best to try and work alongside a designer; they are the experts who can give you knowledgeable advice. It needn’t be as costly a process as you may first imagine, see it as an investment!