GRAPHIC DESIGN AND TYPOGRAPHY

Choosing the right font for you graphic design and corporate branding is essential...

Graphic Design and Typography

Photograph: DylanRoscover (DeviantArt.com)

The typeface/font that you use as part of your corporate identity and graphic design is just as important as the symbols, colours and form.

A good graphic designer will be able to select several fonts which convey the correct messages. These messages, determine by the size, structure and shape of the letters will help the public to immediate determine the kind of atmosphere you company wishes to present.

Modern or trend-setting businesses virtually always use crisp and clean fonts which are never whimsical - they wish to present a modem and cutting-edge atmosphere which helps to reinforce their corporate identity.

Businesses which are more artistic or creative do have a bigger license for experimentation. Fashion brands for example do not have a trend - instead they use their target-markets aspirations to determine which typeface to use - brands targeting younger markets will still be quite crisp with bold letters or sharp lines, whereas clothing brands for the older-generation tend to have a more traditional or crafted spin.

This comes back to what I believe to be the key behind using typography - always select the font/typeface you think would appeal to your customers and try and limit your own personal influence on your corporate identity.

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