“Typeface?…Whatever. It’s just a font, pick whichever you like, it doesn’t matter…”

You have no idea how many times we’ve heard the above sentence from customers who simply failed to understand the importance of the right typeface. No, it’s never just a font! Even though it might seem like a small detail, the right typeface is integral to your image. There is a fun saying that circulates amongst the veterans of branding and design: a great typeface needs to add “AIR” brand. What does AIR mean?

  • Appeal
  • Intelligibility
  • Recognition.

These three simple words go a long way to describe the importance of the right typeface. First and foremost, it has to have “appeal,” meaning that people have to like it and it has to look good! Second, it has to be intelligible. This means that readers need to be able to understand and be able to comprehend the typeface. On the other hand, it also has to be easily recognizable – something that when you look at it, you immediately think of that particular brand. A famous example would be the Coca-Cola typeface: you don’t even need to read the words to know what it is! Examples of proper typeface selections can be found below.

Modern Typeface

RIZE sportswear

Modern Typeface

front

Classic Typeface

side2

…,it is vital for a typeface to be absolutely clear in its message!

The Right Typeface

Choosing the right typeface is so important that 41% of major brands actually choose to only feature fonts in their logos! In addition to that, over 90% of consumers expect that their branding experience would be similar to various devices and platform: a great style of a script can help you ensure that.  Another famous example would be the Coca-Cola typeface: you don’t even need to read the words to know what it is! When it comes to selecting the right typeface for your brand, it is important to understand that a font is not exactly like a logo: creativity is always welcome, but it is certainly not the only concern. Whether it be a Mono styled script or a sans serif style what you are trying to convey must be reflected in the style of the lettering. A beer company, for instance, might opt for something more vintage in style. Whereas a company selling software development might want a modern lettering design.

As mentioned earlier, it is vital for a font to be absolutely clear in its message. This is the reason why the companies with the best brands would often incorporate relatively basic fonts into their branding. Think of consumer electronics industry leaders such as Apple, Samsung or Sony: the fonts they use to present their brands are incredibly straightforward and streamlined. As basic as these fonts might appear, they don’t only act in clarity, but also a sense of minimal elegance and confidence in their brands!

Another argument could be made for the consumer electronics industry. Leaders such as Apple, Samsung or Sony: the fonts they use to present their brands are incredibly straightforward and streamlined. As basic as these fonts might look, they don’t only act clarity to their brands, but also a sense of minimal elegance and confidence!


Vesper Design is a graphic design firm located in Montreal, Quebec Canada, we help businesses like you, experience the sensation of coming to terms with your identity on a daily basis. Through creativity, understanding, and commitment, we discover who you are together! That’s what Vesper Design is seeking to accomplish in this vast cosmos of business! The views expressed in these articles are solely those of Vesper Design and are meant to equip you with a beginners understanding in the realm of graphic design.