The role of type in a corporate identity

The role of type in a corporate identity

Besides a corporate title and logotype, and in some cases color, typography is a dominant supporting device in the visual identity toolkit. That makes type critical in the formation of a successful corporate identity. 

Inevitably, a significant amount of corporate communication will be written. By using a well-defined typographic system, the organization can achieve two useful things. Firstly, it makes life easier for those in charge of corporate communication. Secondly, it can provide a subtle or strong visual association with that organization. As such, it is essential that the type system is both functional (utilizing articulated type families, with necessary language and platform support) and visually distinct. That can be a hard balance to achieve, but it is something that organizations should demand from their corporate identity system.

I believe that when utilized successfully, with a conducive tension between clarity and distinctiveness, type can become a recognizable visual voice of an organization.

I wrote this short reflection on type for Typothon, a knowledge platform for type design and typography. I’m sharing it here as a simple three-part series. This is part two. Read part one here.

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