Why you should consider having your own typeface
How a frantic visual media culture makes typographic finesse a mandatory part of branding
1. ENGAGING IN THE VISUAL MEDIA CULTURE
The way we communicate is increasingly visual. We share images, snapshots, snapchats. Text is at best placed in the backseat. In the fastpaced attention economy culture, the visually rich and evocative message trumps the textually dense and mentally challenging. But obviously, we cannot reduce all (corporate) communication to visuals alone. We still need text.
With words remaining an essential part of our communication toolbox, why should we not try to make them more “visual” to evoke and provoke attraction and recognition? We believe that our words and letters in an increasingly visual communication environment could benefit from being endowed with some visually distinctive qualities.
A recognisable and characteristic custom typeface is an essential step towards that goal.
2. STANDING UP FOR TEXTUAL COMMUNICATION
Alternatively, we could describe this same investment in typographic quality and distinctiveness as a bold move against this challenge from the dominant visual culture. By meticulously and attentively optimising not only the content of our textual communication (which is an obvious prerequisite) but in this case the form and general visual expression, not only do we tap into the visually engaged milieu of the receiving end of our communication, but we also do so with an argument: That the text itself has a lasting value. That the text does not voluntarily accept to be put in the backseat.
“Typography as an artistic discipline relies on the assumption that the alphabet is not merely a list of utilitarian forms; it is a versatile collection of symbolic conventions, that in the typographer’s hand collectively is equipped with visual qualities that in turn lends a tone, a voice, a character to the message it is appointed to convey.”
By honing and caring for the graphic expression of the text and as such presenting it as an aesthetic form in a visual culture, we stand up for the textual medium and its continuing relevance and value as a communication tool.
The way the sentences, words, letters, punctuation, and whitespace present themselves on the paper or screen has aesthetic qualities in and of themselves.
3. UTILISING EVERY MILLISECOND OF DIMINISHING ATTENTION SPAN
It is a surprisingly common understanding that the brand more or less equals the logo and the name (or logotype). Smaller companies especially tend to neglect everything else and consider their brand identity fully formed as soon as they have had a design company create a shiny logo or logotype. In order to maximise the impact, they then paste this logo and name all over their ads, products, and publications.
But why not utilise all of the communication surfaces from paragraphs of texts to callouts, slogans and packaging elements for visually recognisable brand communication? It would allow for more sparing and thus effective use of the logo. A custom expressive typeface could achieve that. Every surface can function as your logo.
Furthermore, when, as is the case in today’s hectic (social) media culture, the attention spans of potential customers diminish, it becomes ever more critical to use the tiny frame of interest and opportunity as smartly and impactfully as possible. Again, a text that is in an of itself branded through custom typeface design will extend the “screen time” of the brand presence. There is text everywhere; if the text is branded, it carries brand identity and value everywhere.
4. STRENGTHENING INTERNAL CORPORATE IDENTITY
Having a distinct identity and extensively documented design guideline along with having the organisational procedures in place to implement and comply with it, obviously serves to establish a uniform and robust brand identity with instant recognition in the market. (You can make that my 5th point if you had not thought of that already.)
But maybe not quite as obvious are the internal benefits of establishing and implementing a uniform and distinct typographical style across all internal and external communication. Taking care of the brand identity of the company by meticulously crafting a coherent style and unique visual expression sends a signal to all employees and partners. They can rest assured that the leadership tackles every detail and leaves nothing to chance or circumstances. If an employee is to send a printed letter, there is a template for that. If she has to make a presentation, there is a template for that. If a colleague is to make quick facebook ad, there is even a template for that.
The more elements your brand identity is made up of, the harder it is to deconstruct. Vaguely defined or less comprehensively design guidelines will over time result in an erosion of the brand identity. If a new kind of content is needed or a new employee is to make a presentation, and there is no template for that type of content, your brand identity is already under pressure. Once again a custom typeface is a central factor in keeping this erosion from happening – at least there is "that nice typeface, we always use," installed on every computer in the office. A custom typeface, installed on every desktop in the office, is the most essential ingredient in building a strong brand identity.