Last updated on Feb 22, 2024
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Choose a font family
2
Use a typographic hierarchy
3
Apply a typographic style
4
Here’s what else to consider
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Typography is the art and technique of arranging type to make written language readable, attractive, and expressive. It is an essential element of any commercial design project, as it can convey the personality, tone, and message of a brand. In this article, we will explore some typography techniques that can help you enhance your company's brand identity and stand out from the competition.
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1 Choose a font family
When selecting a font family for your brand, you should consider the mood and message of your brand, the legibility and readability of the font, the versatility and compatibility of the font, as well as its uniqueness and originality. For example, Helvetica is a font family that includes different weights, styles, and sizes of the same typeface. Choosing a font family can help you create consistency, harmony, and contrast in your design while reflecting your brand's identity and values to distinguish it from competitors. It is also important to make sure that the font is easy to scan and understand on different devices and platforms, and can adapt to different contexts and formats such as logos, headlines, body text, and graphics.
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- Kitty Smith Design powerhouse delivering bucket loads of creativity. Branding and UX specialist.
Choosing harmonious font pairings can sometimes be a challenge, luckily for us a lot of tools are aware of this, and have updated the software to include font pairing suggestions. This can really help as a starting point and rule out some defines no’s straight away. Ensure your body copy font is clear and accessible. The kerning, line height and font weight has a lot of impact on the accessibility as well as the look. Another fantastic addition to Google Fonts are the new variable fonts, which allow you to custom pick the font weight to complement your other fonts — without restricting you to the default of regular, medium or bold.
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- Sha Mieko Strategic Visionary | Fundraising Maven | Visual Story Architect
Choosing appropriate fonts that reflect the brand's personality and values. Creating a cohesive typographic hierarchy for consistency and readability.Incorporating custom lettering or logotypes for a unique brand identity. Utilizing colour and texture in typography to evoke specific emotions or associations.Paying attention to spacing and alignment for visual harmony and professionalism. Using typography to create visual focal points and guide the viewer's attention.Experimenting with typography in combination with other design elements to create memorable brand experiences.
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2 Use a typographic hierarchy
A typographic hierarchy is a system of organizing and prioritizing text elements according to their importance and function, aiding the reader to navigate and comprehend your design. To create a typographic hierarchy, you can vary the size, weight, color, and style of the text - such as using larger and bolder fonts for headlines and smaller and lighter fonts for subheadings - as well as aligning and spacing the text elements. Additionally, you can use grids and guides like columns, rows, and modules to divide and arrange the text elements in a logical manner. By doing so, you can create visual interest, balance, order, alignment, and breathing room for your design.
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- Jacob Erdy Design Lead @ Disclo | Brand Development, Design Consulting, Product Design
The majority of people subconsciously understand specific design principles. Typographic hierarchy removes unnecessary thought processes and allows clear communication of important information through visual cues such as font size, weight, and color.When modifying a font's color and size, it is essential to adhere to ADA and WCAG compliance to ensure accessibility for all users.
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3 Apply a typographic style
A typographic style is a set of rules and guidelines that define how typography is used in design. It can include aspects such as font selection, font pairing, font size, font weight, font color, font style, alignment, spacing, kerning, tracking, leading, and more. Applying a typographic style to your design can be beneficial in many ways. It can reinforce your brand identity and voice by using typography that matches your brand's personality and tone. It can also enhance design aesthetics and quality by using typography that is appropriate for the design purpose and context. In addition, it can improve design usability and accessibility by using typography that is clear and consistent for the design audience and medium. Typography is a powerful tool that can make or break commercial design. By implementing these techniques, you can create a strong and memorable brand identity that will attract and retain customers.
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- Kitty Smith Design powerhouse delivering bucket loads of creativity. Branding and UX specialist.
Consistency is key to a clear brand message, having guides will support the reasoning behind certain rules of application and can ensure that your typography is always accessible and representative of your brand. As an example a thicker weight font may be able to provide a pop of brand colours whilst still being accessible because of its weight of heading size. In comparison to a body copy font that might be skinnier and smaller so would be better in a darker brand colour for readability.
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4 Here’s what else to consider
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