"Typography is what language looks like." - Ellen Lupton
Typography is the art or procedure of arranging type; the written word. It is frequently used to communicate brand, being a highly flexible and powerful element of design. The typefaces you choose are a telling sign to the personality and attitude you want your design to portray.
Let’s look at a few examples of typography in the wild–and what they may be communicating about the products and services being offered.
The displayed typefaces (Domaine Display, GT Walshiem) express a feeling of modernity, high contrast, and elegant luxury. This all helps support the story of Vogue as a brand that is about showcasing leading influences in culture, living, and fashion.
Slack’s typeface choices (Larsseit, Circular, Lato) provide a practical, crisp, and modern feel; fitting for the website of one of the world’s largest collaboration software tools.
The typefaces used on Tens Sunglasses’ website (Karla, Young Serif) display a warm, classic feel that is also distinctive and stylish. The design choice is certainly appropriate for the sunglasses product being offered: one-of-a-kind sunglasses by, and for, photographers.
Through the use of the Cheltenham font family, The New York Times’ typeface choice gives a nod to the history of printed newspapers, proudly showing its roots while giving a modern and credible look.
Conclusion
Type is a seriously powerful tool to amplify your business’ mission, personality, and values. While these are a few examples of industry uses of typefaces and type pairings, designers will continue to have the creative freedom, challenges, and flexibility to explore and play with how thoughtfully chosen typefaces and layout can communicate messaging.
By making careful choices with type, you can clarify your message and reach your desired audience more effectively.
