Join Sean Adams for an in-depth discussion in this video Typography, part of Foundations of Branding for Designers.
- A unified typographic style and typeface…are as important as the color palette.…A brand that employs many different typefaces on…its communications will appear confused or worse,…sloppy and unprofessional.…It's amazing how well a simple and unifed…typographic palette can create a cohesive brand.…There are two schools of thought…regarding typefaces and the logo.…One group believes that the primary typeface…should be the same custom typeface as the logo.…
This provides unity and reinforces the visual consistency.…The other approach resists this.…Their argument is that using the same typeface…on everything diminishes the logo's…unique properties and damages its equity.…In other words, when seen too often…it recedes into the background.…I believe that the primary typeface should…complement the logo but not match it exactly.…I look for a typeface that utilizes…the same forms and ideas as the logo.…
If my logo is based on perfect geometric shapes…such as circles and lines I might try Futura or Avenir.…Both of these also use perfect geometry.…
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books
Skill Level Beginner
3. Strategy 101
6. Visual System
Next steps1m 48s
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