tfm&a – just my type – successful branding and typography
DESCRIPTION
Creating and maintaining a strong and lasting brand is all about the details. Every decision has a visceral affect on public perception. Web design is 90% typography, and successful branding efforts make typeface selection central to the process. Join typography expert Jim Kidwell for this whirlwind tour of how various brands have utilized typography throughout the years. Learn from the real-world examples from both current and historical typographic successes and failures. Whether you’re looking to rebrand soon, want to select some new fonts for your website, or just need to learn more about typography, you’re sure to come away from this talk with a new critical eye toward typeface selection and utilization.TRANSCRIPT
Presented by Jim Kidwell
JUST MY TYPE Successful Branding and Typography
Typographic Selection Communicates
• Emotion
• Time
• Place
1800 – 1900
1900s – 10s
1930s
1940s
1950s
1960s – 70s
1980s
1980
& 2007
Typography & Brand
• Typography is a critical to branding
• Carefully cra"ed
• Consistent across media
• Typography must serve branding
McDonald’s Case Study
1948 Original Restaurant
1950 Des Plaines Restaurant
1960s
1970s
1980s
1990s
Modern
What if everything used 1 font? The Comic Sans Project h#p://comicsansproject.tumblr.com
The Comic Sans Project
How about switching typography across brands? Logo Designer Graham Smith’s project
h#p://www.imjustcreative.co.uk/brandreversioning/
From the dawn of the internet,
web design was shackled:
Comic Sans Impact
Arial Black Arial / Helvetica"
Trebuchet
Verdana
Courier/Courier New
Times (New) Roman Georgia!
Comic Sans Impact
Arial Black Arial / Helvetica"
Trebuchet
Verdana
Courier/Courier New
Times (New) Roman Georgia!
Comic Sans Impact
Arial Black Arial / Helvetica"
Trebuchet
Verdana
Courier/Courier New
Times (New) Roman Georgia!
[pic of 1920s car here]
@font-face (our hero!)
Supported by virtually every browser
yebocreative.com
heartscryindia.org
futureofcarsharing.com
blackestate.co.nz
august.com.au
kccreepfest.com
vectormill.com
vectormill.com
freshdirect.com
freshdirect.com
Typography and location
Paris
Paris
Paris
Vegas
Blue Man
Pet Peeves
Papyrus...
Popular with musicians
And for tattoos
But also
Carefully Consider Your Typeface Selection • Well done typography considers both the
• Always consider the visceral reaction that your
selection creates
Q&A + Additional Reading • Elements of Typographic Style – Robert Bringhurst
• Ge"ing it Right With Type – Victoria Squire
• Branding with type –Rögener, Pool,
Packhäuser, Ginger
• h#p://www.webink.com/type-resources