“Type is magical. It not only communicates a word’s information, but it conveys a subliminal message.” So says Erik Spiekermann, German typographer, graphic designer and writer.
Graphic design gets serious
In Budapest, surgeons operated on a printer’s apprentice Gyoergyi Szabo, 17, who, brooding over the loss of a sweetheart, had set her name in type and swallowed the type.
Time magazine, 1936
Off with the Futura
In 2009 IKEA changed it’s typeface and a lot of people didn’t like it. Their font had been Futura, an elegant, humanist san-serif typeface designed by Paul Renner and released in 1927.
At IKEA headquarters in Älmhult, at a corporate meeting, the company changed to Verdana, one of the few ‘web-safe’ fonts at the time. It was ostentatiously about having the same typeface in print as well as on the website.
I completely get why so many people expressed such a negative opinion about the change. At larger sizes Verdana looks awkward. However, IKEA is a Swedish company famous for its ready-to-assemble furniture and there is something about the typeface which says that better than the sophisticated Futura.
Why type matters for your business
Typography is a vital part of a brand’s identity. You only have to look at iconic brands such as Nike and Apple to see the important part it plays in the look and feel of their brands.
When choosing a graphic designer for your branding you need someone that understands the importance of type. They will create a distinctive identity that will help your audience to remember you more. And the more they remember you the more likely they are to use your services or buy your products.
Studio Stanley will get you noticed
Our intelligent brand identities help brands like yours:
- differ from their competitors
- position them as trusted professionals
- give them distinctive personalities
If you would like support with creating an ongoing impact, call or email us. Let’s work together to bring you more prospects that turn into regular paying customers.