Why Brands Invest in Custom Typefaces
Tuesday, November 5, 2024
I used to think custom fonts were unnecessary. After all, there are countless high-quality typefaces readily available. Some even for free or included in a subscription, so why do brands go through the trouble and expense of creating new ones?
I used to think custom fonts were unnecessary. After all, there are countless high-quality typefaces readily available. Some even for free or included in a subscription, so why do brands go through the trouble and expense of creating new ones?
After diving deeper into the world of typography I’ve changed my mind, at least for some cases.
Take a look at brands like Burger King, Lush, Dunkin, LEGO®, Warner Bros. and Audi. Their custom fonts are integral to their brand identity, creating a cohesive and memorable experience for users.
(I used the first three brands’ typefaces in the image below)
Can you recognize the brand, just by looking at the typeface?
After diving deeper into the world of typography I’ve changed my mind, at least for some cases.
Take a look at brands like Burger King, Lush, Dunkin, LEGO®, Warner Bros. and Audi. Their custom fonts are integral to their brand identity, creating a cohesive and memorable experience for users.
(I used the first three brands’ typefaces in the image below)
Can you recognize the brand, just by looking at the typeface?
Licensing costs can be a factor, but I think the primary reason brands invest in custom fonts is to differentiate themselves. A unique typeface can make a brand instantly recognizable, trigger emotions, and elevate its overall aesthetic.
But, I do still think there’s no need for a custom font, if it looks like any other plain sans serif out there. (Looking at you Figma, Netflix, Rivian, and Canva)
(They're The Same Picture…)
A custom typeface can be a powerful tool for brands seeking to differentiate themselves. However, I also think it’s crucial to ensure that the font is distinctive and complements the brand’s aesthetic.
If an off-the-shelf font can effectively convey the brand’s message, there's no need for a custom one. Ultimately (as always 😊) the decision should be based on the specific needs and goals of the brand.
Licensing costs can be a factor, but I think the primary reason brands invest in custom fonts is to differentiate themselves. A unique typeface can make a brand instantly recognizable, trigger emotions, and elevate its overall aesthetic.
But, I do still think there’s no need for a custom font, if it looks like any other plain sans serif out there. (Looking at you Figma, Netflix, Rivian, and Canva)
(They're The Same Picture…)
A custom typeface can be a powerful tool for brands seeking to differentiate themselves. However, I also think it’s crucial to ensure that the font is distinctive and complements the brand’s aesthetic.
If an off-the-shelf font can effectively convey the brand’s message, there's no need for a custom one. Ultimately (as always 😊) the decision should be based on the specific needs and goals of the brand.