Choosing a typeface for a brand is often one of the most overlooked aspects of branding. Many think that as long as a typeface looks appealing and somewhat represents the brand, it is a suitable candidate. However, what many don’t realise is that typefaces are vital brand assets, capable of subtly conveying brand values through their letterforms. The shape of a typeface evokes different emotions and communicates distinct messages to the audience, making thoughtful selection essential for effective branding.
A typeface is a design style for a set of characters, including letters, numbers, and symbols, that share a consistent visual appearance. It encompasses various styles, weights, and sizes, allowing for different expressions and uses. Many people often confuse “typeface” with “font.” A typeface refers to the overall design and style of a set of characters, while a font refers to a specific variation within that typeface, including size, weight, and style (like bold or italic).
Typeface is a crucial brand touchpoint, as it can convey mood, tone, and identity of a brand. Selecting a typeface should be a strategic decision, one that effectively communicates the brand’s values to its audience. A thoughtfully selected typeface can enhance recognition and foster a deeper connection with consumers.
Like all other brand assets, a brand should truly know who they are before selecting a typeface. As how Mathias Jespersen, head of Playtype type foundry, expertly puts it: “Whether it’s licensing a retail font or creating a bespoke one, a company about to choose a font need to know who they are – they need to have an awareness of what their core values are. This way we won’t choose something that will just look good, but instead can find something that is really them, and really invokes who they are.”
I recently attended the exhibition at the Hyundai Card Design Library, celebrating the 20th anniversary of Hyundai Card’s corporate typeface “Youandi.” Developed in 2003, it represents Hyundai Card in both Latin and Hangul characters, with renewals in 2013 and 2023. The accompanying anniversary book features insights from the CEO on the significance of branding and the role of typefaces in establishing a distinct brand identity. Hyundai Card views “Youandi” as more than just a font; it embodies the brand’s philosophy.
Here are some key insights that I took away from the exhibition:
Understand Your Brand
Investing time to truly understand your brand is essential. This clarity provides a clear direction and enables consistent verbal and visual communication. Many brands struggle with this consistency due to a vague grasp of their purpose, audience, offerings, and values.
Meaningful Typeface Design
Without truly understanding your brand and knowing what it stands for, designing a corporate typeface holds no meaning as it does not accurately reflect your brand’s philosophy.
Streamlined Brand Assets
When you clearly know your brand, designing brand assets becomes intuitive and you will find yourself eliminating unnecessary brand elements that do propel your brand in the right direction or strengthen your brand image.
An interesting fun fact: the typeface was designed with Hyundai Card’s credit cards in mind, featuring edges that echo the sharp contours and sleek curves of the cards themselves.
Brand Assets Implementation
The most important thing after defining your brand assets is to ensure it is used by all on every touchpoint of the brand. Inconsistent usage can confuse your audience and compromise brand integrity.
They can convey personality, establish tone, and enhance readability, all while operating subtly in the background. Just like a gentle giant, typefaces can shape experiences and convey messages without drawing overt attention to themselves, making their presence felt in profound ways. In the world of branding, typeface emerges as a vital brand touchpoint that deserves careful consideration.
For every branding project that we take on, we explore the essence of each brand to uncover the strategic nuances that make it unique. Typeface selection is guided by the insights we have gathered, ensuring that each choice aligns with the brand’s identity and message.
For instance, the most crucial currency for the Heritage Business Foundation in effectively supporting heritage establishments is trust. As a newly-established non-profit organisation, how can they earn the trust of heritage establishment owners and government organisations to foster collaboration and partnerships for shared initiatives?
The key to preserving heritage establishments lies in the involvement of every Singaporean at every level, hence we have established a visual dialogue that speaks to the entire community. Crafted around the brand’s foundation and strategy, its visual communication seeks to engage and connect with people from all backgrounds, fostering a shared sense of responsibility and pride in preserving Singapore’s rich cultural heritage.
Considering all of the above, we intentionally chose the elegant Big Caslon typeface to represent the brand. With its larger x-height and broader proportions, Big Caslon enhances readability and impact, making it suitable for older audiences – such as heritage business owners – while also appealing to younger individuals. Its design evokes a sense of heritage and formality, reinforcing the Foundation’s mission and values.
On the other hand, Dalglish Chew is a Leadership and Executive Coach renowned for his commitment to guiding leaders on transformative journeys of introspection and growth. Considering his meticulous approach and refined target audience, we selected Helvetica Neue as the primary typeface to represent him. This modern typeface strikes a perfect balance between professionalism and approachability, which is essential for a coach like Dalglish.
Helvetica Neue also features a humanist touch, adding warmth and an inviting feel to its clean design, making it relatable for leaders seeking guidance. This thoughtful typography choice helps create a strong visual identity that resonates with Dalglish’s target audience, emphasizing both expertise and support in their journeys – a fitting representation of Dalglish’s commitment to fostering introspection and development in leadership.
Separately, Furama Darling Harbour Hotel marks the inaugural entry of the hotel group into the Australian market, presenting a unique opportunity to attract a new audience while preserving the integrity of the original brand identity. A significant challenge was to strike the right balance between innovation and tradition.
To portray this vibrant rebranding, we selected the Bebas Neue typeface for its modern aesthetic and distinctive character. The bold, condensed letterforms create a striking visual presence, infusing the hotel’s branding with personality and impact. This choice not only captures attention but also conveys a sense of confidence and approachability, making it an ideal fit for appealing to both new guests and loyal patrons alike. The combination of contemporary design with a nod to the brand’s roots ensures a cohesive and engaging experience for visitors.
In the realm of branding, typeface is a crucial touchpoint that warrants thoughtful consideration. If you don’t know where to begin with your brand building, email us at hello@thedesignbureau.co to schedule a consultation.
Choosing a typeface for a brand is often one of the most overlooked aspects of branding. Many think that as long as a typeface looks appealing and somewhat represents the brand, it is a suitable candidate. However, what many don’t realise is that typefaces are vital brand assets, capable of subtly conveying brand values through their letterforms. The shape of a typeface evokes different emotions and communicates distinct messages to the audience, making thoughtful selection essential for effective branding.
A typeface is a design style for a set of characters, including letters, numbers, and symbols, that share a consistent visual appearance. It encompasses various styles, weights, and sizes, allowing for different expressions and uses. Many people often confuse “typeface” with “font.” A typeface refers to the overall design and style of a set of characters, while a font refers to a specific variation within that typeface, including size, weight, and style (like bold or italic).
Typeface is a crucial brand touchpoint, as it can convey mood, tone, and identity of a brand. Selecting a typeface should be a strategic decision, one that effectively communicates the brand’s values to its audience. A thoughtfully selected typeface can enhance recognition and foster a deeper connection with consumers.
Like all other brand assets, a brand should truly know who they are before selecting a typeface. As how Mathias Jespersen, head of Playtype type foundry, expertly puts it: “Whether it’s licensing a retail font or creating a bespoke one, a company about to choose a font need to know who they are – they need to have an awareness of what their core values are. This way we won’t choose something that will just look good, but instead can find something that is really them, and really invokes who they are.”
I recently attended the exhibition at the Hyundai Card Design Library, celebrating the 20th anniversary of Hyundai Card’s corporate typeface “Youandi.” Developed in 2003, it represents Hyundai Card in both Latin and Hangul characters, with renewals in 2013 and 2023. The accompanying anniversary book features insights from the CEO on the significance of branding and the role of typefaces in establishing a distinct brand identity. Hyundai Card views “Youandi” as more than just a font; it embodies the brand’s philosophy.
Here are some key insights that I took away from the exhibition:
Understand Your Brand
Investing time to truly understand your brand is essential. This clarity provides a clear direction and enables consistent verbal and visual communication. Many brands struggle with this consistency due to a vague grasp of their purpose, audience, offerings, and values.
Meaningful Typeface Design
Without truly understanding your brand and knowing what it stands for, designing a corporate typeface holds no meaning as it does not accurately reflect your brand’s philosophy.
Streamlined Brand Assets
When you clearly know your brand, designing brand assets becomes intuitive and you will find yourself eliminating unnecessary brand elements that do propel your brand in the right direction or strengthen your brand image.
An interesting fun fact: the typeface was designed with Hyundai Card’s credit cards in mind, featuring edges that echo the sharp contours and sleek curves of the cards themselves.
Brand Assets Implementation
The most important thing after defining your brand assets is to ensure it is used by all on every touchpoint of the brand. Inconsistent usage can confuse your audience and compromise brand integrity.
They can convey personality, establish tone, and enhance readability, all while operating subtly in the background. Just like a gentle giant, typefaces can shape experiences and convey messages without drawing overt attention to themselves, making their presence felt in profound ways. In the world of branding, typeface emerges as a vital brand touchpoint that deserves careful consideration.
For every branding project that we take on, we explore the essence of each brand to uncover the strategic nuances that make it unique. Typeface selection is guided by the insights we have gathered, ensuring that each choice aligns with the brand’s identity and message.
For instance, the most crucial currency for the Heritage Business Foundation in effectively supporting heritage establishments is trust. As a newly-established non-profit organisation, how can they earn the trust of heritage establishment owners and government organisations to foster collaboration and partnerships for shared initiatives?
The key to preserving heritage establishments lies in the involvement of every Singaporean at every level, hence we have established a visual dialogue that speaks to the entire community. Crafted around the brand’s foundation and strategy, its visual communication seeks to engage and connect with people from all backgrounds, fostering a shared sense of responsibility and pride in preserving Singapore’s rich cultural heritage.
Considering all of the above, we intentionally chose the elegant Big Caslon typeface to represent the brand. With its larger x-height and broader proportions, Big Caslon enhances readability and impact, making it suitable for older audiences – such as heritage business owners – while also appealing to younger individuals. Its design evokes a sense of heritage and formality, reinforcing the Foundation’s mission and values.
On the other hand, Dalglish Chew is a Leadership and Executive Coach renowned for his commitment to guiding leaders on transformative journeys of introspection and growth. Considering his meticulous approach and refined target audience, we selected Helvetica Neue as the primary typeface to represent him. This modern typeface strikes a perfect balance between professionalism and approachability, which is essential for a coach like Dalglish.
Helvetica Neue also features a humanist touch, adding warmth and an inviting feel to its clean design, making it relatable for leaders seeking guidance. This thoughtful typography choice helps create a strong visual identity that resonates with Dalglish’s target audience, emphasizing both expertise and support in their journeys – a fitting representation of Dalglish’s commitment to fostering introspection and development in leadership.
Separately, Furama Darling Harbour Hotel marks the inaugural entry of the hotel group into the Australian market, presenting a unique opportunity to attract a new audience while preserving the integrity of the original brand identity. A significant challenge was to strike the right balance between innovation and tradition.
To portray this vibrant rebranding, we selected the Bebas Neue typeface for its modern aesthetic and distinctive character. The bold, condensed letterforms create a striking visual presence, infusing the hotel’s branding with personality and impact. This choice not only captures attention but also conveys a sense of confidence and approachability, making it an ideal fit for appealing to both new guests and loyal patrons alike. The combination of contemporary design with a nod to the brand’s roots ensures a cohesive and engaging experience for visitors.
In the realm of branding, typeface is a crucial touchpoint that warrants thoughtful consideration. If you don’t know where to begin with your brand building, email us at hello@thedesignbureau.co to schedule a consultation.
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