12/29/2023 0 Comments Rightfont vs typefaceSome of the most notable serif fonts that are widely used both in graphic design and in everyday life are Times New Roman, Baskerville, Garamond, Georgia, Bodoni, Bookman Old Style, and many others. Serif fonts, as well as slab serifs, are used by a wide array of companies in plenty of industries, from fashion to technology. The robustness of these letters exudes a bold, noticeable and confident branding style. It is characterized by heavier feet on the lettering, and thicker, block-like serifs. Companies who use them try to exude a sense of refinement, tradition and respectability as the core characteristics of their brands.Ī subcategory of serif typography, called slab serif, is also quite popular in logo design. Serif fonts are more traditional and classic since they are the first kind of typography that dates back to the 18th century, when old style typography started being used in print. Serif typeface characteristics and notable serif fonts Now that I’ve proved my point that typography matters, let’s go over the characteristics and spirit of serif and sans serif fonts. Would you take any of these brands seriously? What would your first impression be? Here are a few examples of world-known logos, and how they would look if Comic Sans was used instead of the font of choice. People use it ironically or not, but the impression it leaves is always the same: Comic Sans means bad design. It is indeed comical and somewhat of a meme at this point. An illegible, funny or completely misleading typography will make a person judge your brand wrongly.ĭon’t believe me? I’ll use the example of this planet’s most hated typeface-Comic Sans. Even a name as memorable as this would fly over your head if you can’t read it well.Īll the aforementioned reasons help form the right first impression. Now, here is Facebook in the Goldmarie font. Here is the Facebook logo in its original look. The font you choose as your primary font needs to check the readability mark too. Sometimes, decorative or script fonts that compromise the legibility a bit are used for aesthetic purposes, but mostly as a secondary font. This might be a more practical reason, but the font you use needs to be easier to read. It looks like a lighter, more casual brand identity, that one wouldn’t take seriously and definitely wouldn’t think is an established name in the fashion industry. 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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