Typography and the choice of particular fonts within that typography create a visual message that can work for you or against you. These choices can support your business goals or undermine them. Take, for instance, the ever-maligned Papyrus font, arguably the most hated font in the world (although Comic Sans haters will debate this choice). SNL even took on the topic in this skit featuring Ryan Gosling:
The point is that fonts matter. They matter for your brand, and they matter for your business. They deserve serious consideration as they impact how others see your business, whether conscious or unconscious. So, what does your business font say about you? Is it an accurate representation of your business and its mission, or was it an afterthought chosen by some outside party, like a sign maker or business card printer—someone not connected and familiar with who you are and the nature of what you do.
In our logo, we chose to combine two fonts—a modern font and a classic typewriter font. This was not an accident.
The nature of what we do combines long-standing marketing principles with today’s ever-changing technology. We apply these marketing tactics in today’s media and using today’s tools. It is the process of combining the best of yesterday and the direction of tomorrow together that allows you to maximize your business, both on and offline. We represent this marriage of old and new by using these two very different fonts together.
Your business brand should not be afterthought, it should be an intentional communication of who you are and what you offer to your customers. If you feel like your business could use a branding refresh and are ready to up your marketing game, we’d love to talk to you.