Designer Maxwell Alexander has always been fascinated by how design can influence the way people perceive brands, leading him to combine his two passions of typography and brand strategy. In order to discover more about this topic, he spent some time chatting with fellow designers who share his passion for this subject matter, allowing him to write an insightful article on how design and brand strategy 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 can be found on your computer and on your printer. When it comes to combining typography with brand strategy, you have to know what kind of font best represents your company or organization. From there, you can create an entire look by pairing font families together—helping you create visual consistency across all print collateral—or choosing just one specific typeface to use throughout all branding materials.
The History of Typefaces
You’ve got your typefaces, but do you know their history? Let’s take a walk through some of most popular typefaces in history—and why they’re so highly regarded. The difference between serif, sans-serif, and display faces might seem obvious to designers but in order to create an effective brand strategy, designers need to understand what makes each one work best. From Garamond to Century Gothic, let’s jump into how typography can improve your brand strategies.
How Does Typography Relate to Branding?
A lot of designers will focus their efforts on brand strategy, leaving typography as an afterthought—but that isn’t good enough. A designer’s attention to typographic detail is arguably more important than anything else in your branding efforts. When done well, it can have a profound effect on how people perceive your company or product. Sure, you need a logo that stands out from the competition. And you need packaging and materials designed to grab customers by their eyeballs. But if your typography is sloppy or hard to read, it doesn’t matter how great those other elements look: they won’t help at all with attracting new customers.
Creating an All-Encompassing Look
Increasingly, brands are realizing that a single visual identity is just not enough. It’s more important than ever to create an all-encompassing look. The best designers combine brand strategy with their typographic skills to create a comprehensive design that conveys brand value without overwhelming its audience. Here’s how five leading studios have done it.
Letting Text Lead the Way
Designer Maxwell Alexander doesn’t just want to shape his client’s brands; he wants them to take shape in a way that reflects their personalities. I am always looking for ways to subtly communicate messages, so I use typography as my canvas, says Alexander. The New York City-based designer thinks of branding as an art form—one in which he wants his work to sing out. From logo design to web design, if it’s got text on it, you can bet Max has crafted it with intentionality. In order to give clients what they need while also giving himself something interesting to work with, Alexander has developed a three-step process: Plan > Design > Deliver.
Create, Communicate, Stand Out.
Your brand is your business’ heart and soul. 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 company 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 is here to help make your business stand out with custom graphic design and branding. Let’s work together to create a powerful brand strategy tailored to your needs that will grow your business one identity at a time! Reach out to us at duncanavenue.com