Graphic Design, Type and your Bottom Line

Posted on July 31, 2022 7:58 pm by in Stan’s Log, Graphic Design

The illustration includes the words: Why the big deal? in colourful and decorative text.

“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.

Work created for the Margaret Clitherow Trust is shown. On the left is a banner and on the right are two pages from the branding guidelines.
Banner design and branding guidelines for the Margaret Clitherow Trust, a charity that serves the Traveller, Gypsy and Roma communities

See more of our graphic design work for the Margaret Clitherow Trust at Find out about the work of the Margaret Clitherow Trust at

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.

07817 187 828 |

Pretty doesn’t guarantee profits – a brand that communicates with your best customers 24/7 does.

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