by Jakob Hirscher -

09 // Typography in the brand identity

After my last blog post, I came across an exciting website that once again deals explicitly with the power of typography in brand identity. This post therefore serves to supplement the content of the last post entitled „Typography and branding“ and to reiterate important content.

Image source: https://fastercapital.com/de/inhalt/Typografie–Auswahl-der-richtigen-Schriftarten-fuer-Ihre-Markenidentitaet.html

Typography plays a decisive role in shaping brand identity, but often influences the perception of a brand unnoticed. It can convey emotions, create credibility and set a brand apart from the competition. The choice of fonts, styles and sizes makes it possible to establish a clear brand personality. A comparative example illustrates that elegant serif fonts convey a sense of elegance, while rounded sans serif fonts create a more playful appearance.

Additionally, typography plays a crucial role in improving readability and creating a visual hierarchy. Using different font sizes and styles allows designers to clearly communicate information and draw attention. Consistent brand fonts across different touchpoints contribute to brand recognition, resulting in a strong visual identity for well-known brands such as Coca-Cola and Google.

Another aspect is differentiation from the competition. By choosing unique fonts, brands can make a lasting impression and stand out in a crowded market. Chanel is cited as an example, using a custom-designed font that is immediately associated with its luxury positioning.

Overall, the text emphasizes the crucial role of typography in brand identity design. Through the purposeful selection of fonts, brands can communicate their personality, build credibility, improve readability and successfully differentiate themselves in a competitive market.

Works Cited for the entire article:

FasterCapital. “Typografie Auswahl Der Richtigen Schriftarten Für Ihre Markenidentität.” Www.fastercapital.com, 7 Dec. 2023, fastercapital.com/de/inhalt/Typografie–Auswahl-der-richtigen-Schriftarten-fuer-Ihre-Markenidentitaet.html. Accessed 25 Jan. 2024.

by Jakob Hirscher -

08 // Typography and branding

The scope of typography extends far beyond letters and words – it influences the way we perceive brands. This blog post is about the world of typography and how it interacts with branding. For example, you can ask yourself the question: „How do they influence a brand’s identity and what decisive influence do they have on visual perception?“

Analyzing typography in the context of branding is central to my master’s thesis. The choice of typeface is not a trivial decision, but has a significant impact on the personality and character of a brand. An in-depth understanding of typography makes it possible to strategically design the visual identity of a brand and convey a message.

Typography is a crucial visual element that encompasses the art and technique of typeface and text design. It not only serves aesthetic appeal, but also contributes to the legibility and comprehensibility of information. In the context of brand identity, the choice of font plays a decisive role. Famous brands such as Apple, Nike and Coca-Cola have chosen iconic fonts that have contributed significantly to their recognizability.

When choosing the right font for a brand, several factors need to be considered, including the target audience, industry, cultural context and company values. A well-chosen font can help convey a brand’s personality, values and vision. For example, bold fonts exude energy, while soft fonts can convey calm and elegance.

The importance of font combinations is emphasized, as a single font is often not enough to cover all aspects of brand communication. Complementary fonts, hierarchy and function as well as consistency are important principles when combining fonts to create a harmonious visual aesthetic.

Typography must be consistent across different media and platforms, be it in print media, web design, social media or virtual backgrounds. Each medium requires customized typography to ensure optimal readability and consistent brand communication.

Overall, typography plays a crucial role in shaping the visual identity of a brand and influences the first impression as well as the perception by the target group.

Works Cited for the entire article:

“Die Rolle Der Typografie in Der Markenkommunikation.” Www.designmadeingermany.de, 25 Apr. 2023, www.designmadeingermany.de/weblog/typografie/#:~:text=Typografie%20und%20Markenidentit. Accessed 20 Jan. 2024.

by Jakob Hirscher -

07 // Best practice (Nike, Starbucks, Coca-Cola)

The role of branding in shaping and influencing the visual identity of brands is a fascinating field of research that provides deep insight into the mechanisms of brand success. In this blog post, I will highlight the importance of best practice examples in research and then analyze in detail the brands Nike, Starbucks and Coca-Cola. Through an in-depth analysis of their brand identity, I will try to understand why consistent branding is crucial to their success.

Best practice examples play a crucial role in research, especially when it comes to a complex topic like branding. They provide concrete case studies that illustrate successful applications of theories and strategies. In the case of branding, best practice examples provide an in-depth analysis of successful brands that have masterfully crafted their visual identity. The insights from these examples can serve as valuable guidelines for companies looking to develop or optimize their own brand identity.

Image source: https://www.pinterest.com/pin/614389574155275700/

Nike

Nike, as a global sports brand, has created a unique visual identity that embodies power, movement and innovation. The iconic Swoosh logo and the concise slogan „Just Do It“ are recognizable worldwide. The consistency in the use of these elements in all marketing and advertising measures strengthens the brand image. The combination of quality, athleticism and powerful design has made Nike one of the most successful sports brands.

Image source: https://de.wikipedia.org/wiki/Starbucks

Starbucks

Starbucks has created an inviting and cozy atmosphere through its consistent branding. The green logo, accompanied by the characteristic font, radiates consistency. The visual identity is not only reflected in the stores, but also in the packaging of the products. This presentation promotes brand recognition and creates an emotional connection with customers who identify with the Starbucks experience.

Image source: https://de.m.wikipedia.org/wiki/Datei:Coca-Cola_logo.svg

Coca-Cola

Coca-Cola is a master at creating a timeless and universal brand. The red logo and curved typeface are recognized worldwide. The consistent use of these visual elements in conjunction with iconic advertising campaigns has made Coca-Cola a symbol of refreshment and enjoyment. The continued presence of this visual identity reinforces brand loyalty and supports Coca-Cola’s success in the global marketplace.

Why is consistent branding crucial?

The analysis of the Nike, Starbucks and Coca-Cola brands shows that consistent branding is crucial for success. It creates trust, promotes brand recognition and enables clear communication of brand values. The repetition and consistency of visual identity strengthens the emotional bond between brand and consumer, which ultimately leads to long-term customer loyalty. Companies that are able to consistently maintain their visual identity have the opportunity to communicate their brand message more effectively and become firmly anchored in the minds of consumers.

by Jakob Hirscher -

05 // The role of colors

Colors are not just visual elements, but crucial components in the toolbox of successful branding. This blog post is dedicated to the role of colors in a company’s brand identity. In my research, I look at how colors not only create aesthetic impressions, but also contribute significantly to a brand’s identity.

In the context of my master’s topic, it is relevant in that the targeted selection of colors plays a key role in shaping brand identity and the emotional connection with consumers.

Title: Beeinflussen uns Farben wirklich?

The video „Beeinflussen uns Farben wirklich?“ from the YouTube channel „DW Deutsch“ is about the extent to which colors influence us. It also explains what colors are and how they are perceived by the eye via wavelengths. It also explains how colors are created. Birgit Weller, a product designer, deals intensively with colors and their effect. She looks at specific examples from the drugstore (razors, hairspray, shower gel) and explains the effect and purchasing decisions of different genders. Last but not least, the statement „Colors transport image“ is discussed. The effects of the colors red and green are evolutionary. The effect of other colors, on the other hand, is learned by people in the course of their development.

What do colors stand for and why are they an important part of design?

Image source: https://johnnybegood.at/farbpsychologie-die-rolle-von-farben-in-der-markenbildung/#:~:text=Markenidentität,starke%20und%20wiedererkennbare%20Marke%20aufzubauen.

Colors are crucial in design and shape the perception of brands. They convey emotions, shape identities and attract attention. In corporate design, colors, together with other elements such as the logo and typeface, form the basic building blocks of a brand that shape its unmistakable appearance. (Vgl. PAPER PRODUCTS)

Color as an identity carrier using company examples:

An outstanding example of effective corporate design through color is Coca-Cola, whose red brand color and „Dynamic Ribbon Device“ send clear signals of identity and emotion. Other brands such as Milka, Ferrari and Telekom use characteristic splashes of color for high recognition. Since 1995, companies have been able to protect company colors at the German Patent and Trademark Office in addition to logos and lettering. (Vgl. PAPER PRODUCTS)

Colors in corporate design:

Successful companies protect their corporate colors to maintain uniqueness and a clear identity. Colors in design have a significant impact, from selection to application. The world of color psychology makes it possible to create impressive visual identities for brands or projects. (Vgl. PAPER PRODUCTS)

Colors in the brand identity:

Color choice is critical to brand identity, as a consistent color scheme across different materials creates a strong and recognizable brand. Examples such as the red of Coca-Cola and the blue of Facebook are instantly recognizable and contribute to the perceived brand identity. In addition to brand identity, colors are part of emotional reactions, purchasing decisions, target group appeal and cultural differences. (Vgl. Johnny Be Good)

Works Cited:

Johnny Be Good. “Farbpsychologie – Die Rolle von Farben in Der Markenbildung.” Www.johnnybegood.at, 5 Dec. 2023, johnnybegood.at/farbpsychologie-die-rolle-von-farben-in-der-markenbildung/#:~:text=Markenidentit. Accessed 5 Jan. 2024.

PAPER PRODUCTS. “Farbpsychologie Im Design: Wie Farben Emotionen Und Marken Beeinfluss.” Farbpsychologie Im Design: Die Emotionale Wirkung von Farben Und Ihre Rolle in Der Markenidentität, www.paper-products.de, 1 Oct. 2023, paper-products.de/Farbpsychologie-im-Design-Die-emotionale-Wirkung-von-Farben-und-ihre-Rolle-in-der-Markenidentitaet. Accessed 5 Jan. 2024.