“What do you imply by typography? What font is that? What’s a typeface?” – We constantly face questions from our purchasers on the distinction between fonts and kind, when to create one thing customized, and the way it applies to model growth. Let’s clear some issues up:

• The time period “Typeface” refers back to the household of sort.
• The “Font” is the variant of the typeface inside that household.

Why is Typography essential?

Typography is greater than selecting the most recent fashionable “font.” Typography is vital in establishing a model’s total tone and really feel. Not solely will typography affect the person on how they really feel when viewing your model, however it’s going to inform and information them as they work together with you. Typography performs a big function in how customers understand info written in textual content. Typically talking, a visually interesting sort is more practical at grabbing the person’s consideration and can have extra potential to bolster the model than a generic typeface.

For us, step one within the design course of is to discover a strong sort research, pulling totally different typefaces that contemplate all mission specs (usability, licensing, Webfont availability, and aesthetics primarily based on conceptual course).

This sort research will act as a beginning/reference level for emblem design, offering the designer with a financial institution of acceptable fonts to work with as they start the design course of. From there a customized typeface could be created if wanted. A terrific instance of the place a customized typeface was wanted to spherical out the system is our latest work with Hazelwood Labs.

In our preliminary conferences with Joseph at Hazelwood, we mentioned the particular in-application use instances that the model would have. One in every of their key contact factors was the power to laser lower letters into numerous wooden, steel surfaces, and different supplies. In the event that they have been to make use of an odd typeface to laser lower, items of the letters would fall out and reduce legibility. When beginning the design course of, fixing this downside was prime of thoughts. So as to obtain the ultimate look, we would have liked to create a wholly customized typeface with a “stencil” font.

Kind is way more than “only a font.” Typography has a big function to play in a model’s growth and visible identification. And due to that it requires a deep dive into creating issues deliberately and with usability prime of thoughts.