TYPE FOR
BRANDS

The power of corporate fonts

From books to screens, product packaging to signage in public spaces, designed typography is ever present in never-ending styles, shapes and forms.

Fonts are omnipresent – and increasingly so in this digital age. The prevalence of fonts certainly matches their importance, as their visual attitude possesses the power to shape opinions and decisions – perhaps the most exciting feature when it comes to real branding.

Along with iconography and pictograms, letters are the smallest formal manifestation of content. In other words, they are the basic element of differentiation that survives even on the most downscaled displays (like smartwatches, for example).

Strong yet subtle identity

Just as there are countless facial features, letters can take on a multitude of appearances. Even when they appear to be similar, their expression can have a distinct signature. Every arc, stroke or angle has a story to tell, comparable to the genetic code that determines the human face. Typefaces are versatile and colourful, endowed with a diversity of cultural attributes which add to their uniqueness. For designers, they offer endless combinations we can, and must, leverage.

Brand differentiators

Typography plays an important role in projecting a company’s image, acting as a reinforcing component of the brand identity. Type can convey how a company sees itself, which in turn will influence how other people perceive it as well. In this sense, our work with CANYON is a perfect example. To reflect its mindset of constantly seeking new paths, we tilted the CANYON type to the left – contrary to the usual italic lettering. The inclination is based on the angle of the down tube on a bike frame. Moreover, the resulting typeface led to the creation of CANYON’s logotype, a striking and truly differentiating design able to visually place the brand in a league of its own.