Posts filed under ‘Strategy & Branding’

Why Should You Care About Typography?

If you think typography is simply about personal whim, you just haven’t been looking at it the right way.

I have a confession to make. There was a time, many years ago, where I thought that typography was fashion by another name. I didn’t really appreciate how different typefaces function, and how the discipline evolved over time, under pressure from aesthetics and technology. And it makes me particularly red-faced to remember that I once flaunted that ignorance, going so far as to tell a noted creative director that bit about type as fashion. If only I’d known! If only I’d had this infographic!

Created by someone who only calls themselves Noodlor, it does a pretty superb job laying out the basics of typography, such as the common types of faces, ranging from regular to condensed, and the anatomy of letterforms, which includes ascenders. There’s also the very keen nugget of wisdom that 95% of graphic design is actually typography. But where it gets really good is in the “What It’s Saying” section — which should serve as a slap in the face to anyone who thinks like I once did.

“Don’t try to be original, just try to be good” — Spoken, originally, by a master of typographic clarity, Paul Rand. And one to remember, always.

See the full infographic and original post here.

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August 16, 2011 at 2:50 pm Leave a comment

Does Your Brand Work for You?

Does Your Brand Work for You?Your brand says a lot about your company. It embodies an organization’s personality and value proposition: a promise of quality, commitment, trust – all traits that consistently evoke a positive response from your customers, your employees, and your business partners.

A strong brand helps your company ride out downturns and setbacks, while increasing its book value. Interbrand has found that brands typically generate up to one third of a company’s value. And, according to Morgan Stanley, a strong and consistent brand can increase your stock price by at least 10%.

If your brand accomplishes all this, it’s doing its job. So what is your brand doing? Perhaps you’ve not considered your brand in that way? These are questions you will want to answer in order understand how to leverage your brand.

Once you’ve established your brand identity, you will have a roadmap with which to overlay all marketing and communications…just look at Microsoft’s $60 billion brand!

March 3, 2011 at 3:09 pm Leave a comment


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