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

Fonts for logos

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

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

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

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

Using a frilly, incorrect typeface when creating a logo can distort the company name and cause irritation in the consumer, who will have difficulty reading it. If you have a simple and concise 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 with the right font for a logo, you can convey the emotions and mood of the text.

So with help various kinds 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 rigid positions and mechanical actions;
typeface fonts(rounded and with "tails") - friendly and "human";
decorative fonts- emphasize brightness and novelty, convey individuality;
handwritten style fonts- also best convey friendliness and emphasize the desire for a close (good) relationship with the consumer.

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

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

What should be the font for the logo?

Benefits of own brand font

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

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

Branding agency KOLORO 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;
Complementing corporate fonts with any characters - 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 leading brands in our market, so we can guarantee a result that will meet your expectations.

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

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

For example, for cosmetics, light, rounded, “feminine” fonts (like the Oriflame logo) are chosen, which are associated with femininity and grace. Fonts for corporate styles of banks and insurance companies are straight, bold, symbolizing strength and reliability.

In addition, the selected fonts should be well readable. Readability depends on the typeface, size, and boldness. Factual information (product name, price, address, etc.) should always be typed in the most simple, clear, well-read, visible from afar font, so such a font must be among the branded ones.

Other proprietary constants.

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

The layout scheme can also be an element of corporate identity. Constantly used, familiar to buyers form of layout advertisements, a certain arrangement of elements of printed matter (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 in the consumer. Of course, this task in the ad is performed by a trademark. But he does it obsessively. And the constant way of organizing the ad space (layout) makes each ad work on the image of the company more subtly.

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

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

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

Sometimes a constant communicator (“face of the company”) 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 that represent product groups, service locations, and other information. They can also be part of the corporate identity.

With some reservations, it is possible to name elements of branding and certain intra-company standards. In addition, it can be corporate etiquette, communication style, clothing style (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 the fonts used by the company in the design of representative and promotional products.

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

There are some requirements for a corporate font:

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

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

1. Serif font. An element that helps identify serif typefaces is the serif, i.e. a stroke or dash at the top or bottom of a letter, or a bow or spur-like process on some letters. Because of their formal, traditional look, serif fonts are also commonly used to convey a conservative, elevated image. With the exception of Bodoni, these typefaces are easy to read and widely used for long passages of text. Arburg, a supplier of German injection molding machines, uses a serif font in the logo.

2. Sans serif font. In French, sans means "without"; therefore, sans serif means "without a serif", that is, without a stroke. The good readability of these fonts makes them a convenient choice for markings and labels. Because many newspaper headlines are typed in sans-serif typefaces, we tend to associate "facts" with sans-serif fonts. When using a typeface facing the background, a sans-serif typeface is a good choice. On this choice, I stopped in creating a corporate identity.
3. The font is handwritten. Any typeface that looks like it was created with a pen or a 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 name. They are often used for invitations and announcements and sometimes for logos. Cursive fonts should be used with caution: they are discouraged by some design schools, and they are not suitable for certain target audiences. But the SV Project company, which positions itself as a trading and manufacturing company in the industry I am considering, nevertheless made a bet and used a handwritten font to create a logo.

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

How important is he

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

good example fonts can be used by the printed 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 good examples there are not so many use of fonts as an element of corporate style, but they exist. In particular, the use of non-standard fonts as elements of corporate identity is practiced by some state banks and corporations operating at the international level.

Corporate font - basic features

There are usually certain requirements for corporate fonts:

Legibility and readability.
Unreadable fonts are one of the main mistakes in choosing. It is worth considering that when choosing fonts for headings, logos 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 text difficult to read.
Compliance with copyright.
All existing fonts are divided into licensed and non-licensed samples. And if for the site of a regional company operating 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 corporate fonts is no less important than all others. Any successful brand has its own font for typing the 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 can 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:

- Difficulties in translation.
Companies operating on international markets, most often choose classic fonts that have been used for decades as elements of corporate identity, preferring to bring individuality through corporate colors or other techniques. Why is this happening? Yes, because most of the original modern fonts do not have a legal Cyrillic or even just a multilingual addition. And adapting them to work with a non-Latin alphabet is not an easy task. So is it worth taking the risk and creating difficulties in translation if you can use time-tested options?

- Made to order or ready made?
The use of fonts designed specifically for a specific customer is an ideal option for those who value their time and plan to pursue a well-thought-out branding policy. In Europe and the United States, fonts have long been one of the tools in the struggle for the attention of the consumer audience. And yet, when choosing between originality and functionality of a font, it is worth giving preference to convenience and the possibility of wide application.

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.

For the design of printed products, a specific font can be selected. The art of font selection and typesetting is called typography. The use of fonts is very diverse. There are sans serifs and serifs, vertical and oblique, thick and stretched, diagonal, loose, uppercase and lowercase and uppercase, small and huge, elegant and powerful, calm and flashy, colored and outline, simple and decorative.

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

When choosing a font, four conditions must be taken into account: readability, relevance, harmony and appearance, accent.

readability. The most important condition. It is influenced by: font style, letter thickness and size, line length, spacing between words, between lines, between paragraphs. Illegibility kills interest in advertising. Unreadable fonts can only be used to create special effects.

Relevance. With the modern 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, while others can convey a sense of fragility and femininity. One typeface whispers luxury, while another typeface screams profit.

For example, a font that evokes a feeling of old-fashioned is unacceptable in an advertisement for modern technology. You should also consider the type of audience to which the ad is directed. If we are talking about people of the older generation, you can choose the design in the style of "retro", for young people - on the contrary, the emphasis is on prestige, fashion, 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 advertisement, including illustrations and composition, and be closely related.

Accent. Emphasis can be achieved through contrast (multiple styles of the same font, italic vs. upright, uppercase vs. lowercase, etc.). At the same time, you 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 the various features of the brand image. A font can be perceived as light or heavy, elegant or rough, masculine or feminine, businesslike, durable, etc. The task of the designer is to choose from a huge number of fonts 2-3 that would ideally and in accordance with certain rules fit into the image of the brand.

For the design of printed products, a specific font or combination of fonts can be selected or even created.

The letters in the font differ in the nature of the pattern, inclination, saturation, size. It is developed individually, as well as the logo. Of course, having your own corporate font will distinguish the company from others, but still it is not a mandatory component of the corporate identity - you can use ready-made fonts, excluding those that are not covered by any intellectual property rights.

Each font has functional features and 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 on the packaging of bakery products, kvass or vodka. Gothic font will look out of place 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 in the corporate font are made only when the repositioning of goods and advertising arguments is carried out, the company's 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 certain font solutions in the design of text materials and logos that an 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, most accurately conveying the nature and characteristics of the company.

The font can be a kind of illustration of a particular printed publication. In the headlines of many central newspapers you can see the font of the beginning of the 20th century. This is a signal that allows the reader to instantly select the necessary newspaper, magazine, book from a huge flow of information.

If the solution for connecting the font image and the content of the text is found correctly, then the viewer, without even reading the text, or without 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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