August 2022 Contentious Newsletter – The Power of Fonts in Branding

A Font-astic introduction

Fonts are an integral part of advertising and brand communication. On a daily basis, we are subjected to a million different types of fonts – in ads we see online, on social media, in outdoor advertising, and in the apps we use every day.

We don’t realise the impact fonts have on our subconscious and how we perceive the world around us. Fonts, especially within designs, are deliberately used to convey specific tones and feels. They assist the visual and, in several cases, become the sole visuals themselves.

There are 5 primary typefaces aka font families: Serif, Sans Serif, Monospaced, Script,
and Display. The hundreds of fonts you come across are all a part of these typefaces respectively categorised and adapted from the styles of the typefaces mentioned above.

Choosing a typeface and a font is highly dependent on the type of brand. From corporate to luxury to a funky young start-up, the usage differs from industry to industry. E.g. fonts like Comic Sans, a version of the Script Typeface, as its name suggests, is a fun quirky font used primarily in communication that is fun, upbeat, and for a young audience.

Fonts like Times New Roman, Garamond etc. are formal fonts seen in corporate communications, journalistic media, and luxury brands, due to their classy upmarket and mature look. Today, there is a major change in the usage of fonts, especially in brand logos. Several big brands have made the switch to fonts from the Sans Serif typeface, to achieve a minimalistic look for their logos. Having completely changed their logo appearances and restricting them to just a wordmark is now a norm.

Let’s bring some fonts to life 

Let’s introduce you to the Grandpa of all fonts

All aboard the Spacebus!
Spacebar conducted its first offsite training after the pandemic. It was three days of sessions, team games, and fun all rolled into one big learning experience!

Email us at hr@spacebar.in