I believe most of you have gone through a busy week with resume and cover letter. Did you double- or triple- check the formatting, including fonts, before clicking “Submit”? You may have noticed that marks are given for correct formatting in almost all formal writings. But have you ever thought of WHY it is important? The answer is simple: Brand Building.

Brand building is indispensable to the success of a company, since a strong branding can motivate and add value to customers’ buying decisions.  Nowadays, various forms of typography have been wisely used to reinforce brand recognition and convey brands’ positioning to their target market. Among all, what interests me the most is the Fonts used in logos.

There is a Chinese old saying, ” Calligraphy reflects a person’s personality.” In this case, I would say “Font reflects a brand’s value proposition.” Each font has its own characteristics. Different styles and sizes bring different impressions to customers. Therefore, it is essential to choose the right font is communicate and present the right message to the potential market. Let’s imagine a situation (a typical one for girls!). You are planning to buy cosmetics, but have no idea which brand is right for you. So, you may want to get some hints from the designs of brand names – Stila, M.A.C., and Chanel.

1.

The slightly random shapes of letters bring out a vital and carefree image, showing that it is the brand for teenagers or young adults.

2.

The modern design and round edges of letters represents the brand’s fashionable products and friendly services.

3.

The neat and clear-cut edges with the capitalized letters build a professional and exclusive image of the brand.

As we can see, three brands, three fonts, three impressions, three target markets. Based on your needs, I believe you may have known which is the right choice.

Making buying decisions according to information conveyed from first impressions of the brands are normal in today’s fast-paced and competitive world. One of the most effective ways to leave a strong positive image with right message is to utilize fonts in logos wisely. Let’s start learning from other brands’ logos now!

Other related readings –

1. 8 Steps for Building a Brand
   http://www.stealingshare.com/pages/Specific%20Steps%20to%20Build%20a%20Brand%20that%20Grows%20Market.htm
2. Reasons Why Fonts are Important for Logo Designing
   http://naldzgraphics.net/tips/typography-font-for-logo-designing/