What is the secret of brand’s timelessness? While consistent branding and quality are the main factors, they consist of many key elements. A typeface that fits the brand’s image is an important element in branding visual, which is something you could see in famous brands.
Clinique, a skincare and cosmetic brand born in 1968, is one of the timeless brands that has distinctive typeface. Its typography guidelines show the way this brand uses fonts to support branding and emphasize its value.
Let’s take a look at the timelessness examples shown by Clinique.
The most obvious visual cue from Clinique’s brand is its sleek and stylish look, with a hint of elegance. You can see it from the difference between its text-based logo and its promotional fonts.
Clinique logo uses a custom font called Jorvik Informal. It is a serif-based font with a slightly playful style influenced by handwriting. The little tilt and irregular thickness of the font creates a distinctive look.
Meanwhile, Clinique uses default font for its marketing and promotional materials. To maintain clarity, professionalism, and readability, Clinique uses Helvetica Neue for primary font and Clinique’s Nitti for the secondary one.
The combination of these three fonts provides a benefit for Clinique. The logo is memorable enough without looking too garish, and the text fonts are clear, modern, and professional. A perfect combination for branding efforts.
Clinique’s timelessness is communicated by three fonts, each represent different benefits and values:
This slightly irregular serif-based font communicates Clinique’s value. The brand is distinctive, special, and dynamic, but still offers consistency and class. A perfect reflection of personality and innovation.
Helvetica Neue is used as the main font, such as for headline or title. The font is dynamic and bold, but easy to read. This is why Helvetica Neue is also used for fine prints and disclaimer, as it exudes professionalism and trust.
Clinique’s Nitti is less compact and more playful than Helvetica Neue. This secondary font is used for additional texts, such as for additional information in the advertisements. Nitti pairs nicely with Helvetica Neue without distracting.
So, what lesson can you take from Clinique about timelessness? If you want to create a timeless value for your brand, use these steps in your strategy:
Brand story is the backbone of your reputation and value, so make sure it is strong and memorable. It will also contribute to the atmosphere and value you want to reflect through the fonts.
Clinique has a special typography guideline that the company applies in all its marketing materials. It ensures consistency whenever they publish ads, website and blog content, sales letters, brochures, and many more.
Clinique is one of the brands that experienced few changes in its visual. Its text-based logo uses a font that communicates its innovation, dynamic nature, and elegant but warm look. A perfect font to communicate qualities people like from a personal product brand.
Many famous brands use simple yet versatile color palette, and Clinique is the same. Its text-based logo uses a simple black, which pairs nicely with any product lines the company releases. Clinique’s logo font can also be displayed on traditional merchandises, printed ads, and digital media easily.
Clinique’s main audience are adult women between 20 and 40, with slightly higher shopping budget. Its branding visual, including its fonts, matches this audience profile. The logo is charming and playful but elegant, and the standard fonts are clean, professional, and neutral.
Finally, always evaluate and improve your product to match the image of your branding. Clinique proves it by dedicating to research and innovation, with products that match the current trend while catering to their dedicated customer types.
Want to find the best timeless font for your brand? You can start from fonts by Zarma Type, with fonts designed to match various branding identities.
For example, Verilet is a sans serif with a subtle vintage touch, adding warmth to the bold, geometric font. Neue Monique has that strong, loud, and clear look, but with a subtle quirk from its condensed look.
Alternatively? Order a custom typeface from Zarma Type to match the specific value of your brand. With personal elements and understanding toward your brand value, you can communicate timelessness from the font you choose.