What’s Up With Sort? – Proof Branding


“What do you imply by typography? What font is that? What’s a typeface?” – We constantly face questions from our shoppers on the distinction between fonts and kind, when to create one thing customized, and the way it applies to model growth. Let’s clear some issues up:

  • The time period “Typeface” refers back to the household of sort.
  • The “Font” is the variant of the typeface inside that household.


Why is Typography necessary?

Typography is greater than selecting the most recent fashionable “font.” Typography is essential in establishing a model’s general tone and really feel. Not solely will typography affect the person on how they really feel when viewing your model, however it would inform and information them as they work together with you. Typography performs a major function in how customers understand info written in textual content. Typically talking, a visually interesting sort is simpler at grabbing the person’s consideration and may have extra potential to strengthen the model than a generic typeface.

For us, step one within the design course of is to discover a sturdy sort examine, pulling totally different typefaces that think about all undertaking specs (usability, licensing, Webfont availability, and aesthetics based mostly on conceptual course).

This kind examine will act as a beginning/reference level for emblem design, offering the designer with a financial institution of applicable fonts to work with as they start the design course of. From there a customized typeface could be created if wanted. An important instance of the place a customized typeface was wanted to spherical out the system is our current work with Hazelwood Labs.

Hazelwood Labs

In our preliminary conferences with Joseph at Hazelwood, we mentioned the precise in-application use instances that the model would have. Considered one of their key contact factors was the power to laser lower letters into varied wooden, steel surfaces, and different supplies. In the event that they have been to make use of an abnormal typeface to laser lower, items of the letters would fall out and reduce legibility. When beginning the design course of, fixing this drawback was high of thoughts. So as to obtain the ultimate look, we wanted to create a completely customized typeface with a “stencil” font.

Sort is far more than “only a font.” Typography has a major function to play in a model’s growth and visible identification. And due to that it requires a deep dive into creating issues deliberately and with usability high of thoughts.



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