An organization’s chosen font, or typeface, shapes how a consumer interacts with a brand across every written touchpoint. But often, when discussing fonts and communication, the focus is on the showy elements – the fonts displayed in logos, signs, and promotional brand materials. It’s often forgotten that a large part of brand communication happens through documents - and font plays just as important a role here. That’s why we’re going to explain exactly why the use of fonts in emails, contracts, letters, bills, reports, and other professional documents is so important, and explain the pitfalls to watch out for when implementing fonts in Microsoft Office for use in these areas.
What comes to mind when you think of Apple? What comes to mind when you think of Starbucks? And what comes to mind when you think of BMW? Everything which you have just considered is a brand association. But how are these forged, and how can you ensure your brand associations work to the benefit of your organization?
As communication becomes increasingly more digital in nature, there's a vital brand touchpoint which requires more consideration: typeface. As a brand asset, type possesses the ability to subtly convey brand values through the choice of letter shape. When Coca Cola followed in the footsteps of AirBnB, Nokia, General Electric, Intel and BMW to launch its own custom corporate typeface, the new typeface was designed to “encapsulate from Coca-Cola’s past and its American modernist heritage.”
You’ve probably heard multiple times that one of the most important things about branding is consistency. Consistency is key – it aids recognizability and makes your brand more powerful. But why does consistency matter so much, and how can it be implemented? And is it really so detrimental when this doesn’t happen?
When it comes to the world of rebranding, brand visuals usually steal the show. As they are the most obvious elements of a rebrand, the new logo or headline grabbing ad campaign are often the focus. Look beyond a company’s shiny look and feel however, and you’ll find that rebranding is a process of many costs.
What do Mastercard, Discovery Channel, Slack, Staples, and Zara have in common? Not only did they all feature on last year’s long list of company rebrands, but they were also the most talked-about brand transitions of 2020.
A man who knew a thing or two about brand thinking once proclaimed: “Design is not just what it looks like and feels like. Design is how it works.”
What drives success in business? According to recent PWC research, one answer lies with a strong corporate identity. In a survey of 720 executives, companies that were seen as having a stronger identity outperformed those that did not by 25%. The success was based on knowing themselves well enough to leverage distinctive strengths to build a clear identity, resulting in the ability to outperform their peers.