2022 Nice What’s Up With Sort? – Proof Branding
“What do you imply by typography? What font is that? What’s a typeface?” – We constantly face questions from our shoppers on the distinction between fonts and sort, when to create one thing customized, and the way it applies to model growth. Let’s clear some issues up:
- The time period “Typeface” refers back to the household of sort.
- The “Font” is the variant of the typeface inside that household.
Why is Typography vital?
Typography is greater than selecting the newest fashionable “font.” Typography is vital in establishing a model’s general tone and really feel. Not solely will typography affect the consumer on how they really feel when viewing your model, however it would inform and information them as they work together with you. Typography performs a big position in how customers understand data written in textual content. Typically talking, a visually interesting sort is more practical at grabbing the consumer’s consideration and may have extra potential to bolster the model than a generic typeface.
For us, step one within the design course of is to discover a sturdy sort research, pulling completely different typefaces that contemplate all mission specs (usability, licensing, Webfont availability, and aesthetics primarily based on conceptual course).
This sort research will act as a beginning/reference level for brand design, offering the designer with a financial institution of applicable fonts to work with as they start the design course of. From there a customized typeface can be created if wanted. An awesome instance of the place a customized typeface was wanted to spherical out the system is our current work with Hazelwood Labs.
In our preliminary conferences with Joseph at Hazelwood, we mentioned the precise in-application use instances that the model would have. One among their key contact factors was the power to laser minimize letters into numerous wooden, metallic surfaces, and different supplies. In the event that they have been to make use of an bizarre typeface to laser minimize, items of the letters would fall out and reduce legibility. When beginning the design course of, fixing this downside was prime of thoughts. With a purpose to obtain the ultimate look, we would have liked to create a completely customized typeface with a “stencil” font.
Sort is way more than “only a font.” Typography has a big position to play in a model’s growth and visible id. And due to that it requires a deep dive into creating issues deliberately and with usability prime of thoughts.
2022 wonderful What’s Up With Sort? – Proof Branding