what you will learn today will add so much value to your designs and you're going to
find knowledge super useful typography goes way way beyond just looking good on a page
and trust me you will understand exactly why after finishing the entirety of today's video
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see what you think about this quote from bruno mack the founder of the dalton mag font foundry
people respond almost uniformly to typeface and product combinations and mostly use
similar adjectives to describe what they felt about the different fonts they were asked to
comment on it has been researched time and time again and it's a science of psychology
we are all human and so we respond in similar ways to the style of typeface great but i know you
want to see some examples and then go deeper into this topic so let's start with the banking sector
a lot of traditional banks use serif fonts in their branding and that's because by
nature serif fonts expressed being superior authoritarian and importantly a book trust
however the public sentiment has started to change in this day and age consumers want
more of a connection with their bank and banks want to appear more friendly and approachable
over the past couple of decades we have seen names like citibank deutsche bank and rifyson bank
shine through with their lower case clean sans-serif fonts lowercase sans-serif fonts
are far more friendly and far more approachable than uppercase serif solutions you can see this
even in the decentralized finance sector which is paving the way for the future of finance
i mean just look at crypto.com and their logo in entirely lowercase letter forms and then
the ledger nano being in title case these typography choices are not a fluke they are not
a quick thought instead they are a clever way to tap into the minds of you the consumer that they
hope to attract you may be asking yourself if this even matters or not well let's test this one out
british airways is one of the most recognizable airlines out there their logo type uses uppercase
serif fonts because it evokes a sense of tradition trust quality and a robust strength but let's swap
their logo type with a more low-budget airline easyjet the entire brand message of british
airways has now been stripped away completely and we're left with a totally different message being
sent out and that's simply just by changing the font the new font is more fun personal friendly
and some might even say cheap but this is how easyjets find their niche into the market but
it's not what british airways is all about but remember quickly if you're finding this content
useful give that like button a click to tell me and the algorithm exactly that but wait a moment
fonts and typography are not just a way to evoke emotion and communicate a message
no no no they also can help identify brands with a recognizable font the shape and the style of the
lettering should stand out in the consumer's mind and this is vital for brand awareness
you can even test this one out yourself with a game where you have to guess a brand simply
by seeing part of their logo type some of the questions ask about the logo symbol but a lot of
the logos are topographic you will be surprised at how much the style of typeface is hardwired into
your brain now if you've gotten this far in the video kudos you've quite possibly reached the best
part it's a quick cheat sheet on what the five different fonts might suggest sans serif fonts
such as helvetica and audron don't have decorative lines they're seen as being clean modern objective
and stable serif fonts such as times new roman or crimson suggest tradition authority reliability
quality and respectability lots of abilities slab serif fonts such as alia or rockwell can appear
bold strong or even expressive for a business they often can also come across as intellectual as well
modern fonts such as a future or euros style are chic they're stylish and they're used to portray
a sense of progressiveness and intelligence but here's the key takeaway ladies and gentlemen
typography should be considered just as important as color and shape if it's on
a logo social media marketing a poster whatever it is the same rules apply
it's critical to remember that fonts can emphasize the message of a brand that they want to convey
and are vital for a brand's identity demonstrating that deciding on the right font is just as
important as the word itself so yeah thanks to the sponsor of today's video envato elements
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do click a video on screen and until next time guys those on your future today peace