Famous brands usually have distinctive visual elements to make them memorable, and one of them is custom typography. Just like images and colors, certain typeface reflects a specific tone, which you can pair with the brand’s voice. What can we learn from these brands? Let’s find out in this guide.
Many brands have invested in personalized typography that customers would instantly recognize. World Branding Forum has several examples of famous brands with unique typefaces specifically created for them:
Airbnb uses a custom font called Airbnb Cereal to establish its online and offline brands. A sans serif family, this font is similar to LL Brown or Nunito Sans. The font was created to reflect the brand identity: simple, fresh, modern, but not too formal.
Google has a custom typeface called Product Sans, which they started using in 2015. It is used in both the logo and other Google services. The typeface replaced the older ones to emphasize modernity, freshness, and versatility.
Samsung has a specific typeface for branding purposes called SamsungOne. Based on sans serif, this font combines practicality, simplicity, and warmth. Samsung chose the font because it is legible and ideal for cross-platform, cross-device use.
Combining the subtle handmade, open style with structured form, SamsungOne is a subtle branding tool that communicates Samsung’s values.
The story behind YouTube’s custom typeface design, YouTube Sans, is interesting. YouTube’s design director, Chris Bettig, explained how YouTube adopted elements from its logo to construct the font. The result is a sense of consistency and clarity in all platforms, including for marketing purposes.
Duolingo’s main font is a custom one called Feather Bold, which has little feather-like curves on its lowercase characters. This font is used as brand and main title characters, which represent Duolingo’s slightly playful personality (and its owl logo).
The previous examples show how famous brands use custom typefaces for their benefit. You can learn from them to improve your business through these benefits:
A custom font will instantly recognize your brand, no matter which platform you use. Customers can easily notice your brand on a shelf label or app icon, for example. Recognition is also important to make customers choose your brand among other similar products.
Consistency is a sign of professionalism, and you can show it with a custom typeface. Use it on various platforms and tools, from labels to main websites and merchandise. This consistency shows people that you put good care into maintaining the brand presence.
Different typefaces can communicate unique values and traits. Airbnb communicates acceptance, practicality, and modernity in its font. YouTube describes consistency, modernity, and connection. Duolingo makes learning languages feel accessible and less formal. You can perceive these values through elements like their typefaces and fonts.
To customize typography elements for your brand, you need to ask important questions. The answers will be the guide for your design elements. They are:
You must also consider any possible brand evolution in the future. Just like in the cases of Google and YouTube, consider the possible brand developments, which will alter the visual aspects.
You can contact a designer to customize typography based on your brand. Services like Zarma Type offer custom designs based on your professional or aesthetic needs. You can discuss all the details regarding your brand identity, value, and customer base to create a precise typeface design.
We at Zarma Type understand the need to visually represent your brand in a consistent and professional way. Get digital font files that you can use to build a website, app, promotional materials, and merchandise.
Popular brands successfully use custom typography to communicate their brand values and attract customers. You can follow their examples by planning a custom typeface and commissioning Zarma Type to make your creative, distinctive fonts.
