The Beautiful Art of Typography
Typography is a great discipline to learn and understand in the field of graphic design and one of the clearest indications to us if a designer understands the rules of design or whether they are just using a computer to lay it out_
When clients can not afford imagery great typography can infuse the emotions required to bring a piece of work to life_
Now this might sound obvious, but having worked with many teams consisting of a designer and copywriter, how often the copy is not read by the designer and the language understood_ This is a huge mistake_ As a designer it is critical we understand the language of the copy so we can bring it to life visually when typesetting_
Now typesetting is the actual process of laying out the text, starting with a grid, a foundation that fits within the requirements of the media to be used, for example website or brochure_ One area of printed typography we can never understand is why designers use columns within the grid that are too narrow and produce endless hyphenations_ This is a classic mistake of inexperienced designers who are lazy and allow the computer to lay out their text_ This makes the text difficult to read and can ultimately make the reader not be bothered to continue_ I appreciate this is the small detail but this is the difference between standard design and good design and something we always look for in CV’s and portfolios when people apply for positions with us_
Now within the typesetting you need to look at the font choice, sometimes brand fonts will already be stated so the actual layout will be important to attract your attention_ Other times you have a free reign on choice and this is probably the main factor to embed a personality into the piece_
Then we look at hierarchy, the levels of importance of certain parts of the text and how the rhythm will draw our eye in and lead us through the story_
Colour is actually one of the last things you need to apply as this can distract_ We usually design in mono first, especially when it comes to logo’s as the above require craftsmanship whilst colour is styling and that should always be last_
August 9 2010 | Design, Typography | 2 comments
The importance of “Brand”
In today’s marketplace a great product/service with an average brand will be outsold by an average product/service with a great brand_
May 25 2010 | Brand Development, Business, Design | No comment
Brand vs Branding
To us, there is a big difference between “Brand” and “branding”_
One is the emotional pull, the other is the logical application of pushing it out_
We see these words banded around a lot but quite often the meaning of them is misunderstood_ It is all intertwined but its amazing how many companies go straight to the end products like websites, packaging (the branding) without working out their brand value before they start_ We know your “brand” is not your logo, and we would say it’s also not the physical applications of things like websites, packaging, etc but it’s the things you can’t always see, like personality, integrity, passion – the things that bring the elements like the website, brochures to “life”_
So please before you fill the world with more junk, please spend some time working out what it is that’s going to bring your products to “life” and you know what, you may find people spend more time reading your brochure, think more positively when looking at your website and it might result in less business cards and mailers being filed immediately in the bin!
March 3 2010 | Brand Development, Business | 1 comment
Brand vs Logo
This is always an interesting point to get across to new SME clients or start-ups_ When we first mention brands to them we usually get a reply like “Oh, if only you were here two weeks ago we could have used you, but our brand is sorted thanks”_ So being inquisitive souls we ask them to discuss their brand and the reply is usually along the lines of “It’s at the printers”_
Now brands are like people_ They have character, personality and values_
So how can this be at the printers?
Oh, I see, what they mean is that their new logo (corporate identity) is at the printers_
How we look at it is like this, imagine if you were to put a lonely hearts ad in the paper, or online, if you put “GSOH, energetic & professional” these are emotional qualities, the BRAND_ If you put “brown hair, plays sport, wears black” these are physical attributes, the LOGO_
Now based on common or easily recognizable patterns from our past experience and understanding we associate certain emotional qualities to the physical attributes, hence why some people can’t distinguish between the two_ And you can also see why your logo is an important part to your brand development, but can you also see why your logo can change without your brand values changing and visa-versa_
And like people, brands take time and interaction to be understood, to be loved and in an ever crowded world, they often need to do something wonderful to be noticed_
January 12 2010 | Brand Development | No comment
