Typeface - does it really matter to a brand?

Transport for London created a stir in the design world not so long ago when they changed their typeface after more than 100 years in existence.  Here, Clear B2B’s Creative Director, Bryan James, gives his view on how important typeface is to the recognition and development of a brand.

It would be fair to say that there is perhaps no typeface as synonymous with a brand as Johnston, the official typeface of the London Underground. First introduced back in 1916, the font is used today across all of Transport for London’s (TfL) signage and branding and is recognised the world over.

Earlier this summer, TfL announced some changes to its typeface to “make it fit for purpose in the 21st century.” Initially, this sent shivers down my spine. Why on earth would such an established and successful brand mess around with its typeface? Luckily I was reassured by the fact that the changes are minor, a refresh rather than a complete redesign, driven by changing technology and the need to be relevant across modern communication platforms and channels.

Johnston 100, as it will be known, will still retain the soul of the original typeface, which is rooted in the classical letters of Ancient Rome. Johnston pared back these letterforms to create something both elegant and modern that was pure and readable. The latest version will have some nuanced differences in lettering shape, as well as new symbols and extra-thin weights of the typeface that can be used for mobile and social media. Excellent news then, the update is more of a refresh than a redesign. After all, it has stood the test of time for over 100 years, and will no doubt stand the test of time for the next 100 years.

Some brands commission the design of bespoke type for their logos which over time become instantly recognisable and synonymous, e.g. Coke Cola, Google, Disney, Cadbury and Virgin, but it is extremely rare for a complete typeface (from A to Z) to be so inextricably linked to the brand that they are recognised as one.

This got me thinking about the importance of typefaces when it comes to brand.

Businesses spend a lot of time and money creating and building their brand. In doing so one of their most important considerations is defining their overall “look and feel”.  The design team has to consider a whole raft of complex design considerations, which includes grappling with choosing the right typeface(s) that capture and portray the company’s DNA.

For example, here at Clear B2B, as part of a client’s recent brand refresh, we chose a font called Syntax because of its clean, sharp cut and unique chamfered edges, which echo the sharp cutting tools that are an embodiment of their company offering.

With the plethora of so many different typefaces, weights and cuts to choose from, it has become increasingly challenging for designers to know their fonts and how best to utilise them. As a Creative Director, I adore typefaces and typography, and it is my job to ensure our team of talented designers keep abreast of typographic trends and know their fonts in detail. Upon close inspection, simple, yet minute design characteristics such as the shape of the serif or the height of the ascenders and length of the descenders can make or break the desired “look and feel” of your brand.

Bringing it back to TfL  ΜΆ  to my mind this is one of the very best examples of how a typeface can  amplify and enhance a brand. I can’t wait to see how the changes roll out and what impact they have.

So, does typeface really matter to a brand? Absolutely. In todays crowded market, it is even more imperative that brands stand out from the crowd and resonate with audiences, and selecting the right typeface(s) along with great typography has a massive part to play in expressing your brand’s visual language.

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