Typography in Visual and Brand Communication
Typography is the art and technique of creating and arranging text and letters (fonts) to make the written word easy to read and nice to look at. Typography is part of our daily lives, in all the words and texts we interact with. However, most people don't understand the psychological effect typography has on them. Some typography styles can be simply informational, some can get us excited, or can look so mysterious that they are almost unreadable. Used on various media such as the web or print, typography is one of the elements at the heart of visual communication, and especially important in branding communication.
Just like colours and shapes, typography plays a fundamental role in the perception a person may have of a brand. Therefore, typography will be very different depending on the brand and its target market. A luxury brand will not use the same writing style as a discount brand. Typography helps brands define their visual identity. Brands have used typography as a means of being recognised at first glance, often combined with the brand's colours and its logo.
Using bespoke typefaces can create a sense of the brand being special, distinctive and exceptional. Luxury brands and expensive stores often try to communicate this. We can see this in the logotypes of Takashimaya and Isetan: the letters have unique shapes. The [T] of Takashimaya mirrors the shape of the 髙 kanji of the logo, and the [y] has a lower serif (セリフ) in an unusual direction (right, instead of the usual left as is the case in the k and h). The [I] of Isetan is the "I" meaning "私", and the letters have small serifs in the top right that make the logo look trendy and forward. Without these, the letters would be rather plain and uninteresting.
Cheaper brands, such as Costo and Seiyu, want to appear more accessible, easier to connect to, and less expensive. These brands use more common typefaces to communicate with their targets.
When it comes to branding and logo design, typography is one of the most important elements to consider. With the right typeface, a brand can create a logo that is simple, memorable, and unique to its business.
Using Advertising (広告), and the language of adverts and CMs, to learn English, understand other societies and the ways advertising influences them and us. My main focus is on the representation of gender in advertising, and how that affects men and women's perception of themselves and others.