The Typographic Hero of every Brand Identity
An interesting fact I was reading somewhere recently- did you know the most common typeface in brand identity design across the world and across every market is Helvetica (or it’s ugly step brother Arial)? Not only is Helvetica the most common typeface, but it is-so by a country mile. That alone should be cause enough for every self respecting brand identity designer to shy away from the font like a vampire from daylight.
When designing the visual language of brand identities we always pay particular attention to the typefaces we select to represent our clients. Imagine a world where every piece of type design was carefully considered, craftily engineered, and uniquely beautiful. “Preposterous! There aren’t enough typefaces in the world” I hear you shout. Perhaps, but perhaps it is more a case of there not being enough fonts on your designer’s hard drive, or enough hours in the day for the world’s designers to spend crafting unique typoheavenly concoctions. Spurred-on by this thought I raided my personal photo library for examples of unique type design from the most unlikely of sources. I’ve long been aware of my design infliction which is likely to see me on my family holiday zooming in on a piece of retro signage typography, whilst the rest of the world is facing the other way and shooting picture postcard shots of the Eiffel Tower, the Colosseum, or Trafalgar Square. Sad but true, just ask my wife.
Store Type_Barcelona_2009
So here is this rogues gallery of unlikely type design. Each image an uncompromised, unhelveticast, uncommonly curious, sideshow of type design.
Prayer Tickets_Chang Mai_2008
Metro Type_Paris_2009
Store Type_Northern Spain_2007
Store Type_Paris_2009
House Number_Northern Spain_2007
Store Type_Paris_2009
Store Type_Northern Spain_2007
Vending Machine Type_Cambodia_2008
Store Type_Barcelona_2007
Metro Type_Paris_2009
Packaging Type_Bangkok_2008
Store Type_Paris_2008
Store Type_Barcelona_2009
Store Type_Barcelona_2009
Incidental Street Type_Barcelona_2009
Store Type_Barcelona_2009
Hope you enjoyed this little collection of unlikely typographic heroes. I’d love to hear your thoughts on which ones you love the best.
Dave Ansett, Brandamentalist
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Designer of Unlikely Brand Typography
Tags: Brand Agency, Brand Design, brand designer, brand designer Melbourne, brand designers, Brand Identity, brand type, brand-designers-Melbourne, brandamentalist, code of visual langauge, Corporate Image, Dave Ansett, David Ansett, Graphic Design Melbourne, type-design, typographic design, Visual Language
Great collection of type Dave. I love looking at how different cultures approach typography.
Thanks Tammy. You’re right – some of the type is culturally influenced – some influenced by sub-cultures like Americana 1970s with a Spanish twist. Crazy.
The joys of traveling, the joys of experiencing different cultures and the joys some beautiful type!
Thanks Domma, it’s a great way to capture one of the things I most enjoy about traveling to new and foreign places – the local visual language of brand design.
Such a valid point about Helvetica. I can honestly say I am up ‘Helvetica’ creek without a paddle most of the time. When presenting identity concepts 99% of the time our Creative Director suggests we try Helvetica Bold with really tight kerning. It’s a safe option and one that he’s guaranteed to like. BUT Dave… You’ve inspired me to keep trying! Keep experimenting with different typefaces because maybe, just maybe one day he’ll pick one that isn’t Helvetica Bold! I may even throw a serif typeface in there to really stir things up!
Hi Matthew, Welcome to the light. Glad you got some inspiration from my pics. If you suggested sending your creatives to Europe for a few weeks I’m sure they’d expand their type repartee out of gratitude alone.