Branding is not only about your company logo. It’s about creating a full language that can keep its tone of voice even when the logo is out of sight and the brand colors not available due to technical constraints.
This is where typography comes center stage to give your brand recognition and personality – linking your web presence to your printed ads, your social media captions to your store ambient graphics.
Consistent font usage allows your company to brand correctly all your touchpoints, making any document and ephemeral communication – even a quickly printed office memo part of a distinctive vision and design experience.
The power of typographic branding, once reserved to big and high spending companies, has been made widely available by the evolution of digital type design technology. And while only bigger companies may be able to afford the higher cost of a custom typeface created from scratch, lighter typeface customizations are possible for medium-sized business and designers who want to give their clients a unique visual asset.