There are various approaches to branding. One of the most straightforward is to create visually striking advertisements that capture attention; another is to design a distinctive brand logo. However, once an advertisement catches the eye and the logo becomes firmly associated with the brand, consumers no longer focus on the imagery or the logo itself. Instead, their attention turns to the written message – the information and stories about product quality that the brand communicates. This is where the visual expression of the text – one that articulates the brand’s values – comes into play. 

In this presentation, a designer with 40 years of experience will explain techniques for incorporating a brand’s desired expression into corporate typefaces without compromising legibility. 

Curiosity-driven questions to address in the session: 

●  Does the visual appearance of textual information unconsciously influence our everyday actions?

●  Letters must be recognisable by everyone. In other words, they must take a form that everyone has “seen before”. Then, what constitutes a letter design that is readable yet original?

●  Your laptop already has many fonts, and social networking platforms also offer a wide variety of fonts to choose from. Is there really a need to create new ones?

●  Why do the world’s top brands wish to communicate with their customers using their own fonts?

- We are aware that there are structural differences between Latin and Asian scripts. Is it possible to design these scripts based on a common concept?

Photo Credit: Courtesy of Monotype