“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?
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.