Are we in a type renaissance for brands?

Responsive Typography Example

As brand designers we’re always hungry. Hungry for new inspiration, new palettes, new strategy and as a corner store of everything we do new typefaces. Fonts are so important when it comes to creating new brand identities or logos. Finding the right type to express the brand personality for an identity is a huge part of creating a differentiated brand. Then matching fonts for heading and copy styles goes a long way to creating the skaleton for the brands visual language. While messaging is vital for getting the proposition across the typography will make a huge difference to the ‘unspoken communication’.

We’re loving the disruption happening these day’s with type stores like You Work for Them and Hype for Type to name a couple. There seems to be a regular stream of new, refreshing typeface options flowing into our inboxes weekly. With disruptive pricing models typefaces are coming down in price and becoming more accessible for ordinary clients on tighter budgets. Meaning that we are now free to consider finding more unique and appropriate fonts, alternates to the classics that allow us to break the mood and really differentiate the type mark we’re working on.

Add to that the great work Google has been doing releasing free fonts for web and app development. Adobe’s Typekit built in type tools and the great news last week of the exciting work Apple, Google, Microsoft and Adobe have been doing on a new version of opentype that promises some really interesting responsive typography. Imagine the old Multiple Master typefaces, that promised so much back in the day, but for the web and responsive. Have a look at some eye opening examples (like the one above) at letterrror courtesy of Erik van Blokland. I don’t think I’ve seen so much activity in typography since the 90s, exciting times indeed.

Derek Carroll

Derek is the Creative Partner at Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in creating beautiful, effective and unique brand identities that bring strategy to life and resonate with audiences. Derek has extensive experience developing consumer, business, community and government brands.
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