Extensis-Pariah-Burke-Brand-Style-Guide

BRAND TYPOGRAPHY
"People respond more to how you look and sound than to what you actually say.
Design is how you look; type is how you sound." This statement is an axiom to keep
in mind as you consider the typefaces—fonts—that represent your brand.
Another aphorism I’m fond of is “a typeface is the tone of voice in which the mind’s ear
hears your written message.” Printed text is how your brand is represented when you
aren’t there to speak for it.
There are many ways to approach your brand's typographic selections. Let's check out
how to best select, define and enforce your brand's typography.
Commission a custom font
To make a brand unique, a custom font can be created. Adobe, British Airways © ,
Buccellati © , Domino’s © , and Zazzle © are just a few companies who wanted signature
fonts designed specifically for their brands.
A bespoke typeface is not only unique and proprietary for your text, it also imparts a
measure of refinement; elevating brands to a higher tier. Most reputable type foundries
offer custom font creation, starting from scratch or honing and reworking an existing
typeface or type family.
Choose type families, not typefaces
Choose broad families of serif and sans serif typefaces that have
a wider range of weights than simply regular and bold. Thin, light,
book, medium, semi bold, bold, heavy, extra bold, and black weights
give a range of type color options beyond the two available with
regular and bold. Try to also standardize on families containing
different widths such as narrow, condensed, semi-condensed,
extended, ultra-extended, and wide.
In Figure 19 you can see a font manager with some of the styles
available in the Futura Std family from Adobe. That family is
comprised of 24 fonts. You’ll find similar, and often larger selections
styles in other sans serif families like Univers, Helvetica Neue,
Frutiger, Dax, Avenir, various editions of Akzidenz Grotesk from
Figure 19
different foundries, and hundreds of other type families.
22