The main carriers of corporate identity elements. Font solution Corporate colors and fonts and

Fonts for logos

What is a logo font or a corporate font? In a general sense, a font is a set of symbols and signs of a certain style and size that make up a graphic drawing, stylistic and compositional system. The font is an integral and most noticeable element of a company's corporate identity. is the spirit, style and personality of your organization.

The selection of the font and its style plays a very important role when developing a brand name (naming) and creating a logo design. The combination of brand name and logo has tremendous power of memorization and recognition from the audience.

A unique and beautiful corporate logo font - greatly enhances the memorability effect! In addition, the exclusive typeface demonstrates the stability, reliability, success and status of the company, emphasizes its image, prestige and reputation.

The logo design and typeface must not only be original and consistent with the overall corporate identity of the company, but must also be easy to read.

Using a fancy, incorrect typeface to create a logo can distort the name of the company and cause an irritating reaction from the consumer, who will have difficulty reading it. If you have a simple and laconic logo, it is recommended to supplement it with the text of the brand name, if the logo is already complex, it is not recommended to combine it with the text.

What are the best logo fonts?

Psychologists say that using the correct font for the logo can convey the emotions and mood of the text.

So with help different types fonts can convey a different emotional message:

sans serif fonts - unemotional, convey practicality and reliability;
serif fonts - more "feminine", the easiest to read and understand;
straight and angular fonts - "cold", emotionally compressed, conveying tough positions and mechanical actions;
typefaces (round and with "tails") - friendly and "humane";
decorative fonts - emphasize brightness and novelty, convey individuality;
handwritten style fonts - also best convey friendliness and emphasize the desires of a close (good) relationship with the consumer.

Depending on the scope of application, corporate fonts are divided into

Fonts for logos - the fonts used in the development of the design of the company logo or brand;
Web fonts - have a special special format, optimized for web browsers, are used in the development of site design or logo for the site;
Advertising fonts - are irreplaceable when creating advertising texts, printing products and POS-materials of the company.

What should be the font for the logo?

Benefits of your own branded font

The use of non-standard, original fonts has its advantages and brings the company many advantages:

attracting attention due to an extraordinary and non-standard appearance;
increases the level of memorability and recognition of the company;
creating a unified style of the company, combining all advertising tools;
maintaining a positive image of the company, reputation and status;
emphasizes the company's creative and original approach to its mission and business.

The development of fonts requires a professional and creative approach; in the process of creation it is necessary to use knowledge in the field of psychology, stylistics, design and marketing.

KOLORO branding agency offers the following services:

Development of a unique exclusive font for the logo;
Development of a complex of fonts (font sets);
Expanding the character set of your corporate font;
Development of fonts with a high degree of readability at low resolutions;
Supplementing corporate fonts with any symbols - brand names, signatures, logo, etc., as well as complex development corporate identity companies.

We are professionals in our field. We have extensive experience gained in creating brands that are leaders in our market, so we can guarantee a result that will meet your expectations.

An important part of the corporate identity is the constantly used fonts in the design of text materials. They, like other elements of the corporate identity, must correlate with its core idea, emphasize the features of the brand image, and correspond to the specifics of the company's activities. brand buyer logo image

The typeface can be perceived as “childish”, “masculine” or “feminine”, “light” or “heavy”, “elegant” or “rude”, “durable”, “businesslike”, “modern”, “conservative”, etc. etc. The task of the corporate identity developers is to find "their" font that would "fit" into the brand image.

For example, for cosmetics, they choose light, rounded, “feminine” fonts (like the logo from Oriflame), associated with femininity and grace. Fonts for corporate identity of banks and insurance companies - straight, bold, symbolizing strength and reliability.

In addition, the selected fonts must be highly readable. Readability depends on the typeface, size, weight. Actual information (product name, price, address, etc.) should always be typed in the simplest, clear, well-readable font that is visible from afar, therefore, such a font must be among the company ones.

Other proprietary constants.

Certain other elements that are constantly used in the field of company communications and play an important role in shaping its image can also be classified as corporate identity. Such an element can be, for example, various company emblems that have not received legal protection for any reason and are not a trademark.

Layout scheme can also be an element of corporate identity. The form of layout used constantly, familiar to buyers advertisements, a certain arrangement of elements of printed products (for example, the same size and number of columns) greatly increases their recognition and memorability.

Any advertisement, in addition to its main function, forms the image of the company for the consumer. Of course, the trademark performs this task in the ad. But he does it compulsively. And the constant way of organizing the ad space (layout) forces each ad to work on the company's image more subtly.

Publication formats. The original format can be extended to all printed products, which also contributes to better recognition of information materials.

A corporate hero can be an element of corporate identity, a symbol of a company. This is a permanent character, an image used in communications with the target audience.

It can be a person, a cartoon character, a drawn character, an animal, etc. The corporate hero should be endowed with some traits that the company seeks to include in its image. The corporate hero allows you to highlight the company, convey the main features of its image, and make it more understandable.

Sometimes a constant communicant (“company face”) can be used as an element of corporate identity. Unlike a corporate hero, this is a real person, a specific person or a celebrity.

A company can develop original signatures and pictograms - abstract graphic symbols representing product groups, service locations, and other information. They can also be part of the corporate identity.

With some reservations, you can name the elements of the branding and certain internal standards. In addition, it can be corporate etiquette, communication style, dress code (dress code) and much more.

A corporate identity can have hundreds of elements, but in practice only a few dozen are used. The set of corporate identity elements depends on the specifics of the company's activities. All these elements form a corporate identity system and can be used on a variety of media.

Corporate fonts are fonts used by a company in the design of representative and advertising products.

A corporate set of fonts can emphasize various features of the brand's image and contribute to the formation of a corporate identity. The task of the corporate identity developers is to find "their" font that would fit into the brand image. There are many types of fonts, which are conventionally divided into large groups: Latin, chopped, oblique, ornamented, and others. Font groups include a wide variety of typefaces that differ in style, width, weight, etc. Fonts can imitate Old Church Slavonic, Greek, cuneiform, hieroglyphic writing, handwriting, children's handwriting, etc.

There are some requirements for a corporate font:

- it should be easy to read;
- it must correspond to the psychological intent and target audience;
- it must correspond to the specifics of the company's activities.

As with the corporate color, the consumer gets used to the corporate font. Therefore, it should not be changed.

1. Serif font. The element that helps to identify a serif font is a serif, that is, a stroke or dash at the top or base of a letter, or a bow or spur in some letters. Due to their formal, traditional look, serif fonts are also commonly used to convey a conservative, sublime image. With the exception of the Bodoni typeface, these typefaces are easy to read and are widely used for long passages of text. Arburg, a supplier of German injection molding machines, uses a serif in its logo.

2. Sans serif font. In French sans means "without"; therefore, sans serif means "no serif", that is, without a stroke. The good readability of these fonts makes them a convenient choice for markings and labels. Due to the fact that many newspaper headlines are typed in a sans serif typeface, we are used to associating "facts" with sans serif typefaces. When using a font that faces the background, a sans-serif typeface is a good choice. On this choice, I stopped in creating a corporate identity.
3. Handwritten font. Any typeface that looks like it was created with a pen or brush, regardless of whether the letters are written together or separately, is a handwritten typeface (script). Handwritten fonts are easy to distinguish; they often have the word "script" in their names. They are often used for invitations and notices and sometimes for logos. Handwritten fonts should be used with caution: they are discouraged in some design schools, and they are not suitable for certain target audiences. But the SV Project company, which positions itself as a trade and production company in the industry I am considering, nevertheless made a bet and used a handwritten font to create the logo.

4. Decorative font. Decorative, or demo, typefaces are intended to be used in headings and to convey a specific meaning. Keep in mind that decorative fonts can be extremely difficult to conceive and design. The main consideration for choosing a font should always be readability.
5. Pi (character) font. Pi fonts, often called character, logograms, or ornaments, are used to insert characters into text that are reused many times. A pi font is a collection of corresponding symbols. They can include symbols in a math font, a company logo, blocks in a crossword puzzle, page frames, or cartographic symbols.

How important is it

How important is a corporate font for creating a corporate identity? The answer to this question is simple: corporate identity involves the development and use of corporate fonts that will evoke associations with a specific product or company.

A good example the use of fonts can be the print press - it is considered good practice in Europe and the USA to have their own characteristic fonts, which allow at first glance to distinguish the publication from others. In the CIS, there are not so many successful examples of using fonts as an element of corporate style, but they are. In particular, the use of non-standard fonts as elements of the corporate identity is practiced by some state-owned banks and corporations operating at the international level.

Corporate font - basic features

Certain requirements are usually imposed on branded fonts:

Legibility and readability.
Unreadable fonts are one of the main mistakes in choosing. It is worth considering that when choosing fonts for headings, logo or typesetting, it is important to pay attention to their uniformity - an excessive number of different fonts, especially if they are not standardized, can make the perception of the text difficult.
Compliance with copyright.
All existing fonts are divided into licensed and non-licensed samples. And if for the site of a regional company working in the field of small business, the use of non-licensed fonts is not desirable, but still acceptable, then for large corporations the presence of non-licensed fonts is simply unacceptable and unacceptable, since it can harm the company's reputation.
Marketing Compliance.
The marketing component when choosing branded fonts is no less important than all others. Any successful brand has its own typeface for typing a trademark name - this is a ubiquitous practice that is the key to success for many manufacturing companies. And, if possible, it is necessary to delegate the creation of such fonts to specialists who are able to justify their choice based on the needs of the target audience and market analysis.

In addition, when creating or selecting branded fonts, it is worth considering such subtleties as:

- Lost in translation.
Companies working for international markets, most often they choose classic fonts that have been used for more than a decade as elements of the corporate identity, preferring to bring individuality through the corporate color scheme or other techniques. Why is this happening? Because most of the original modern fonts do not have a legal Cyrillic or even just multilingual addition. And adapting them to work with a non-Latin alphabet is not an easy task. So is it worth the risk of creating translation difficulties when you can use the time-tested options?

- To order or ready-made?
Using fonts designed specifically for a specific customer is ideal for those who value their time and plan to pursue a well-thought-out branding policy. In the countries of Europe and the USA, fonts have long been one of the weapons of the struggle for the attention of the consumer audience. And yet, when choosing between originality and functionality of a font, one should give preference to convenience and widespread use.

A corporate font is a part of the corporate identity, certain font solutions in the design of text materials and logos that the organization has chosen and constantly uses in its advertising and in the design of its products and services.

A certain font can be chosen for the design of printed products. The art of choosing a font and typing is called typography. The use of fonts is quite varied. There are serif and serif fonts, vertical and slanted, thick and stretched, diagonal, loose, uppercase and lowercase and uppercase, small and huge, elegant and powerful, calm and flashy, colored and outlined, simple and decorative.

Printed headlines don't just style the text, they work because the combination of all techniques should ensure the achievement of advertising goals.

There are four conditions to consider when choosing a typeface: legibility, relevance, harmony, and appearance, accent.

Readability. The most important condition. It is influenced by: font style, thickness and size of letters, line length, distance between words, between lines, between paragraphs. Inaccessibility kills interest in advertising. Unreadable fonts can only be used for special effects.

Relevance. With today's abundance of fonts, both in style and in size, the whole complex of moods and sensations can be conveyed, as it were, separately from the meanings of words. Some fonts can convey a sense of resilience and masculinity, others - fragility and femininity. One typeface "whispers" luxury, and another typeface "screams" benefit.

For example, a font that gives off a sense of old-fashionedness is unacceptable in modern technology advertising. You should also take into account the type of audience to which the ad is directed. When it comes to people of the older generation, you can choose the design in the retro style, for young people - on the contrary, the emphasis on prestige, fashion and modernity.

Harmony. A common newbie mistake is mixing fonts. This leads to disharmony and a sense of chaos. Fonts should be in harmony with other elements of the ad, including illustrations and composition, and be closely related.

Accent. Emphasis can be achieved through contrast (multiple styles of the same font, italic versus upright, uppercase versus lowercase, etc.). At the same time, one must be careful, otherwise, in an attempt to emphasize everything, you will not be able to highlight anything. Knowledge of the features and symbolic meaning of fonts comes with experience.

The corporate font emphasizes various features of the brand image. A typeface can be perceived as light or heavy, elegant or rude, masculine or feminine, businesslike, durable, etc. The task of the designer is to choose from a huge number of fonts 2-3, which would ideally and in accordance with certain rules fit into the image of the brand.

A particular font or combination of fonts can be chosen or even created for the design of printed products.

The letters in the font differ in the nature of the drawing, inclination, saturation, size. It is developed individually, just like the logo. Of course, the presence of your own corporate font will favorably distinguish the company from others, but nevertheless it is not a mandatory component of the corporate identity - you can use ready-made fonts, excluding those that are not covered by anyone's intellectual property rights.

Each font has functional features and is perceived differently by consumers. The corporate font should correspond to the peculiarities of the company's activities, the business in which it is engaged. Slavic ligature is good for packaging bakery products, kvass or vodka. The Gothic font will look inappropriate on the packaging of Kiev cutlets or Tula gingerbread. Too small or too large fonts are not suitable for advertisements and PR materials in the press; they make it difficult for the reader. The consumer quickly gets used to certain font solutions in the company's advertising. Therefore, they should not be changed.

Changes to the corporate font are made only when the products and advertising arguments are repositioned, the company profile changes dramatically. In this case, changes in the corporate font indicate the fundamental novelty of its position on the market.

Thus, a corporate font is a certain font solution in the design of text materials and logos that the organization has chosen and constantly uses in its advertising and in the design of its products and services. No more than two or three fonts that most accurately convey the nature and characteristics of the company.

The font can be a kind of illustration of a particular print publication. In the headlines of many central newspapers you can see the font of the early XX century. This is a signal that allows the reader to instantly select the newspaper, magazine, book necessary for him from the huge flow of information.

If the solution to connect the image of the font and the content of the text are found correctly, then the viewer, without even reading the text, or not understanding it (if he foreign language) will know what the poster is about. The font can reflect national and specific features.

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