Logo- This is the most basic element of corporate identity. When creating a logo, fonts and colors play the main role, we will talk about them later.
The purpose of a logo is to identify, for this it must comply with the basic principles of logo design:
Logo should be simple. A simple logo is easy to recognize, which allows the logo to be versatile and memorable. Effective logos have something unexpected or unique without being overloaded with details. How easier logo the more memorable it is.
The logo must be memorable. An effective logo must be recognizable, and this is achieved through simplicity and relevance.
The logo must be durable. An effective logo must stand the test of time, be “timeless”, which means that it must be effective many years from now.
The logo must be universal. The logo should look great in different environments and on different surfaces - on a website, business card, employees' clothes, etc.
corporate font
An important part of the corporate identity is constantly used fonts in the design of text materials. They, like other elements of corporate identity, should be consistent with its core idea, emphasize the features of the brand image, and correspond to the specifics of the company's activities.
A typeface can be perceived as “childish”, “masculine” or “feminine”, “light” or “heavy”, “elegant” or “rough”, “strong”, “business”, “modern”, “conservative”, etc. d.
For example, for cosmetics, light, rounded, “feminine” fonts (like the Oriflame logo) are chosen, which are associated with femininity and grace. Fonts for corporate styles of banks and insurance companies are straight, bold, symbolizing strength and reliability.
In addition, the selected fonts should be well readable. Readability depends on the typeface, size, and boldness. Factual information (product name, price, address, etc.) should always be typed in the most simple, clear, well-read, visible from afar font, so such a font must be among the branded ones.
Corporate colors
Many companies can be instantly recognized by their characteristic color combination. Their advertisements stand out from the crowd and remain in memory. As examples of the most memorable corporate colors, one can name yellow and black - the Beeline company, red and yellow - the McDonald's restaurant chain, yellow and golden - the Kodak company.
The corporate color should evoke specific associations with the company's activities, its products and image, should carry certain information and reflect the idea of corporate identity. In this regard, when choosing corporate colors, it is important to study the emotional impact and associations that this or that color causes in potential buyers.
In addition to the emotional impact of color, it is important to analyze what type of activity it is associated with. So, usually the activities of the insurance and financial sectors are associated with calm and conservative colors: blue, green.
For companies that offer mass products and services, bright and energetic colors are more suitable (for example, Benetton). Activities associated with the sea or water are usually symbolized by the color blue, with crop production - green, with milk - white, with coffee and chocolate - brown, etc.
In addition, color is perceived differently depending on what shape and area it occupies. It is also necessary to take into account what colors will surround the color you have chosen, i.e. psychological compatibility of colors. Therefore, it is better to entrust the development of corporate identity professional designers with good advice.
IN corporate identity multicolor is undesirable, if it is not dictated by the specifics of the business. A good corporate identity usually contains no more than two colors. This is due to the following:
- color chaos is not perceived harmoniously and can even be annoying;
- there may be color rendering problems on different media;
- in the case of a multi-color brand name, the costs for the production of advertising, souvenirs and printing products, packaging, etc. will increase.
When choosing colors as corporate colors, it is necessary to take into account the possibility of their adequate transfer in printing houses and on a computer. It is not always possible to reproduce shades of a particular color different ways printing and on the monitor screen (for example, on the company's website).
Summing up, we can definitely say that it is better to entrust the development of a logo, the selection of colors and fonts to professional designers. The development of a corporate identity is a very crucial moment and is not limited to the logo, fonts and colors.
In the corporate style, multicolor is undesirable, unless it is dictated by the specifics of the business. A good corporate identity usually contains no more than two colors.
The selected fonts should be well readable. Readability depends on the typeface, size, and boldness.
Good luck with the development of corporate identity, with respect, the site;)
There are a million things to consider when creating the perfect landing page: choose images, color scheme, write a catchy headline. But there is one thing that is often underestimated and that is the font. You shouldn't make the same mistake. Right choice font can have a significant impact on the final appearance your page. After reading this article, you will learn about what to consider when choosing a font for your landing page.
is a set of rules that help the designer to create a unity of colors, fonts and other elements of the site. If your brand already has a guidebook, try to stick to it in your design. If it does not exist, then it is worth thinking about creating it.
You might be tempted to experiment with new fonts when creating your landing page. But you shouldn't do this. Every time a user visits your page or, for example, sees your ad, they get a general idea of your brand. If all this is done in different styles, using different colors and fonts, then your potential client will have a feeling of inconsistency and fragmentation. That's why it's so important to be consistent when it comes to style, color, and of course fonts.
Guidelines usually indicate the entire hierarchy of fonts that are used to create a brand's corporate identity. These rules can be immediately integrated into your design. If another brand uses a font you don't know, you can use the "WhatTheFont" tool on Myfonts.com. This will help you identify it.
But if your brand has a designer font, then the designer will have to try to find a similar one in order to use it when creating a landing page. Fonts may appear less legible in different browsers, which is why website builders use Google fonts to get as close to the company's branding as possible.
By the way, from now on you no longer need to open the Google Fonts service to get third-party fonts on your landing pages, because now fonts are connected directly from . We have added all the fonts from the Google Fonts collection to the visual gallery, and all you need to do is select the appropriate font, click on the connect button and use it for new or already placed texts on the landing page:
Your brand doesn't have a corporate identity and font yet?
Below you will find two key points to consider when choosing a font for your landing page.
1. Consider the target audience
The font on the landing should reflect the individual characteristics of your customers. Do you have a traditional business focused on a more conservative audience, or, on the contrary, is it minimalistic and modern, designed for young people?
Different audiences - different design, including font
Once you answer the question about the audience, you will have an understanding of the style. Based on this information, you will be able to choose the right font for your landing page.
Let's say you are the owner of a vintage clothing store with a pleasant and modern atmosphere. You can choose a traditional font for headings and a classic sans-serif font for body text. For example, for headings, you can take a font like Arvo, and for body text, you can use Open Sans, known for its readability. This will give the whole site a balanced look and feel. Plus, it will look timeless, which will go great with your retro company:
Or let's say you law firm or a luxury cosmetics brand, and you want your website to showcase your professionalism and inspire confidence in potential customers. Then it would be better to use a classic and at the same time elegant font like Frank Ruhl Libre or Playfair Display. In the eyes of potential customers, this once again emphasizes your reliability and first-class level of service.
Whatever font you end up choosing, make sure it's web-safe. You can find out which fonts are "safe" by reading the information below.
Using a web-safe font means that users do not need to install any additional font on their computer in order for the text to display correctly in their browser. 10 years ago, there were only 13 font families that designers could use when creating websites. Nowadays, the gold standard for any designer is Google Fonts. These fonts display correctly in all browsers.
However, some brands use designer fonts. In this case, it is necessary to resort to the help of special tools for converting to a web-safe font. But sometimes even this is not a guarantee that your text will look good on the screen. This is why designers often face the challenge of finding similar web-safe fonts that are free and display correctly in all browsers.
When you're looking for the perfect web-safe font, your best bet is to look in the Google Fonts Library. In most cases, you will find a suitable option there. It contains over 800 free licensed fonts. If you use one of them, you can be absolutely sure that users from any country will see your text correctly in any browser.
When you create a landing page, you most likely want to use more than one font. However, there are some rules for combining them.
First, never use more than three fonts on one landing page. Second, make sure they complement each other. And the third rule to follow: determine the hierarchy of the selected fonts.
Here's what it looks like in practice:
1. Decide on the main font that you will use for headings. To do this, you can refer to the corporate identity of your brand.
2. Then you need to select an additional font that will be used for the main text. It should be easy to read even on small screens. One example is the Noto Sans font.
3. And finally, your third font should grab attention. It can be used on target action buttons or it can be used to highlight some parts of the text. A font like Montserrat is perfect for this.
Only the right combination of fonts can have a significant impact on the look of your landing page.
See how in the example above the designer used a unique typeface to match the martial arts theme and bring the site visitor closer to Japanese culture. The rest of the text is written in a concise, well-read font. The result: a balanced design that draws the user's attention to the right places.
Above you can see two more examples of the competent use of fonts. The first landing belongs to the cashback service. It uses a crisp but slightly angular Open Sans font. This gives the site a modern look. The second example is a tea and gift shop. Its pages use the rarer font Bebas Neue Regular, also sans-serif, but due to the “elongation” along the vertical, it looks more original. In both of these examples, the typeface blends beautifully with the rest of the design elements and conveys the brand values perfectly. This is the power of font influence.
Conclusion
Choosing a font for it depends entirely on the goal you want to achieve. When planning your branding and design, think about how you want your company to be seen by potential customers. Fonts are the perfect image tool. Do you want your company to look classic, serious or traditional? Then you should choose an elegant serif font. Do you want to look stylish and minimalist? Then a sans-serif font is for you. Do you need something in between? Then it's worth combining several fonts. Simply put, the font you choose tells people a lot about your company, so be smart about it.
High conversions for you!
Source: 99designs.com
When developing a corporate identity design, do not miss such an important tool as the font. The font is one of the key components of the brand. It helps to attract the attention of the consumer, facilitates visual perception and memorability of the image of the company.
A corporate font can emphasize the uniqueness of the company's style, form a single style concept for the brand and emphasize its reputation.
Choosing a font should be guided by some rules:
The font must be readable, and in any size and color. Only if this condition is met, the consumer will be able to understand the essence of your advertising message and the corporate identity design will play into your hands.
The font should be appropriate and associated with the scope of the company. For a jewelry company, a luxurious typeface is suitable, lines of lingerie - feminine and fragile, etc.
If you use several fonts, then they must be combined with each other, otherwise the perception of information by the consumer may be impaired.
Emphasis can be achieved by using multiple styles of the same font.
Designers distinguish several types of fonts:
1. The font as a logo design element or even a corporate identity design element.
2. Font as a web element (this is a font that is optimized for various browsers).
3. Advertising fonts (used to create promotional items and POS materials).
In order not to make a mistake in choosing a font, you should adhere to some recommendations.
1. According to research, an adult reads information at the top of the letters. That's why Special attention look at serif fonts.
2. The font should be simple, both in form and color. The most simple and unobtrusive font will help you to fit much more easily digestible information into a small space. For this reason, you should beware of handwritten or overly complex author's fonts: the modern rhythm of life dictates the need for lightning-fast perception and any font should be read "on the fly".
3. Rule for skittles: capital letters - for basic information; medium - for general information; small ones for additional information.
4. The fewer fonts, the better. It is ideal to use one or two fonts.
5. Add illustrations to the text, this will simplify the perception of information.
Decided to invest in building a brand?
Choosing a Font, evaluate the look of the font when it is used in different sizes and colors. Evaluate the style of the letters, their individual elements. Choose the optimal font size that will not affect the perception of information.
1. Be careful with individual decorative elements of the font, such as serifs. They may disappear at a certain scale, and the effectiveness of the font will decrease significantly. Ease of perception dictates the contrast between the font and its background.
2. It is best to align the font to the left or in the middle. So the font is perceived in the best way.
3. Use less decorative elements, it scatters attention.
4. The font must be the same for everything. Otherwise, he risks reducing brand awareness.
Fonts and associations.
Fonts have certain associations. Thus, a round font symbolizes infinity, an oval font symbolizes innovation, a triangular font symbolizes vitality, and a square font symbolizes orderliness and reliability. Decorative fonts will make the brand unique, angular fonts will tell about the company's openness towards the consumer, and handwritten fonts will emphasize openness and friendliness.
In addition to the above, special attention should be paid to the color of fonts, which also affects the consumer's attitude to the brand and company.
What is the importance of developing a unique corporate font for creating the overall style of the organization? The answer to this question is extremely simple: the style of the company is in dire need of the use of corporate fonts, namely the font that will evoke strong associations with a particular service or product among the organization's customers.
As good example here you can specify printed editions This is especially the case in the US and European countries. The printed press here creates its own exclusive fonts, on which the features of the publication depend. It is the font that can draw the attention of buyers to a newspaper or magazine and distinguish it from the general mass of similar publications.
If we consider the CIS countries, it is very difficult to find successful examples of using type as an element of organizational style. Basically, corporate fonts are used by banks and corporations that interact in the global market. Among one of the methods of using a corporate font, we can consider the production of custom-made envelopes.
The main features of corporate fonts
As with any element of a company's corporate identity, there are special requirements for a corporate font:
- The corporate font should be legible and easy to understand by consumers of the company's services and products. A font that is difficult to read is one of the company's key mistakes. Please note that when choosing fonts for the logo, the main headings in products, you must adhere to a single style. This is extremely important for the perception of the text;
- when creating a corporate font, do not forget about copyright. Every font that can be found on the web today can be licensed or unlicensed. If you need a corporate font for a small regional organization, you can still use the font without a license. But if you are choosing a font for a large international corporation, discard such an idea so as not to spoil the company's reputation;
- do not forget about such an important component as marketing compliance. Any successful trademark has its own typeface, which is designed by professionals advertising sphere highly qualified. When developing a font for a brand, it is necessary to take into account the analysis of this market segment and the needs of the target client audience.
Read also: How to avoid branding mistakes
Features and subtleties of choosing a corporate font
What else should definitely be taken into account in choosing a corporate font? First of all, think about the difficulties of translation. This is especially true if your company operates in the global market. Many companies that are aware that in the future they will have to deal with the translation of the logo and company name into foreign languages choose classic fonts. This phenomenon is associated with the difficulties of adapting modern fonts to foreign languages. If possible, try to anticipate this situation.
The second important point that deserves attention is how exactly to choose a font for a company: take advantage of the variety of options offered on the Internet, or turn to professionals to develop an individual font for a particular company. If you are going to seriously promote your brand and plan to approach the marketing policy thoughtfully, then the second option would be the best solution. An exclusive font is one of the ways to attract potential customers: this practice has long been taken into account by corporations in Europe and America.
Corporate colors. Features of the selection of colors from the point of view of the psychology of color perception. Features of color selection depending on the type of activity of the company and the characteristics of the target audience.
Color is one of the most significant elements of advertising that can influence the purchase decision no less than the slogan. This is a kind of link in the advertising message, which makes adjustments to the perception of information. The first thing that catches your eye when reading an advertisement is the color scheme. At all general principle building any declaration is as follows: the module should stand out and should not be annoying.
Psychological research showed that a shop window with lighting of 800 lux aroused the interest of 5 out of 100 passers-by, with lighting of 1200 lux 20 people “lingered”, and illumination of 2000 lux attracted the attention of 25 passers-by. It has been established: the weaker the light source, the thicker the shadow it causes, resulting in the visitor's fatigue in his efforts to consider the light and dark sides of the advertised product.
When preparing a poster, booklet or other printed advertisement, it is very important to think over the design well: correctly position the text, find a spectacular picture and choose the color scheme against which the product advertisement will be perceived in the best way.
According to the results obtained in the course of numerous psychological experiments, scientists concluded that color in a certain way affects a person's perception of body weight, room temperature and an assessment of the remoteness of an object.
So, red, yellow, orange colors visually bring the object closer, increasing its volume and, as it were, “warming up” it. Cyan, blue, purple, black - visually distance the object, reduce and "cool" it. Therefore, when choosing a particular color for advertising a product, you should evaluate it in terms of these parameters.
General rules color usage:
1) The motley coloring of the advertisement is not recommended, and the smaller the dimensions of the module, the greater the irritation from the color variety. Excessive loading of blue, green and red can lead to the fact that the look at such modules will linger for a short time, besides, this interferes with reading information. The most acceptable option is three colors (black is taken into account).
2) Color saturation also plays a significant role. Pale (rather than pastel) colors reduce engagement. Black-and-white headings are generally not recommended to be placed in a color environment - they are perceived as a background. On the other hand, advertising that plays with shades of the same color is quite advantageously perceived. Looks good black font based on grayscale. Against such a background, any, preferably a small color insert, looks quite advantageous and is remembered.
3) Also, special care should be taken with "aggressive" colors - red, black, dark brown: they are oppressive. With their immoderate use, an extremely negative reaction occurs. Aggressive tones simply force the module to be identified as an advertisement for a militant organization. At the same time, you should always remember that light text on a dark background is perceived and read better than dark text on a light background. So, for example, yellow text on a black background is the best combination, but white on blue attracts attention even more, as it is associated with blue skies. Sometimes when creating an advertisement, you can use the empty sheet technique - a white sheet without inscriptions, a message is indicated in small print in the corner. It is also quite effective.
Color carries certain information and provokes emotions, therefore color is one of the elements of symbolism in various situations (state paraphernalia, religious ceremony).
From a physical point of view, color is the impression that rays of light of different wavelengths make on the organ of vision (the longest are the red spectrum, the short ones are violet). The color of an opaque object depends on the spectral composition of the light falling on it and the reflectivity of the surface of the object (material or paint). Color is determined by the wavelength of which the surface of an object can reflect. We see black color when the surface absorbs all the rays falling on it. Therefore, a black tone (it is generally accepted that black, white and gray are tones, not colors) is perceived as a "eating" volume, while a white tone "enlarges everything."
Attempts to understand the principles of color effects on humans have been made since ancient times. One of the most characteristic ways of thinking about color can be traced to the basis of symbolism - heraldry and vexillology (the science of flags). Coats of arms and flags must be visual, recognizable and carry coded information.
A similar situation arises in the development of corporate identity and trademarks of enterprises. The chosen color solution should symbolize the priorities of this company or product.
Color can attract and repel, inspire a sense of calm and comfort, or excite and disturb. Colors appeal to feelings, not to the logic of a person. It has been reliably established that each color evokes subconscious associations.
Psychologists have found that a color-balanced environment attracts, creates a creative atmosphere, calms and improves communication between people. Color significantly affects the psycho-intellectual state of a person.
Corporate font. Features of the selection of fonts depending on the philosophy of the company.
Selection of fonts. Along with the logo, a company's corporate font plays a significant role in the process of recognition and memorability of the company. It not only determines the overall style, but also helps to ensure that the company's products and its distinctive attributes stand out from all other products. Therefore, the development and selection of fonts should be approached responsibly, since it is he who determines the individuality of the company and emphasizes its image and reputation in the market. Therefore, we suggest ordering the selection of fonts from our specialists.
Selection of corporate fonts for the company
Depending on the scope, there is a distinction between the main font used in the manufacture of printed materials, product packaging, branded souvenirs and stationery, as well as fonts for web pages and a style for designing a logo. They are variants of the main typeface and are designed in the same style.
When choosing a corporate font, it must be taken into account that it must have the following properties:
Emphasizing the uniqueness of the company.
Be easy to read and match well with the logo.
Versatility of application both on the packaging of goods and on letterheads, postcards, promotional materials and other elements.
Bright stylistic features and the possibility of its use in different colors and sizes.
Contrast between background and text to improve readability and comprehension.
The nature of the letters, slope, size and other parameters must be unique, unlike the text styles of other firms, especially competitors.
What are the benefits of choosing a corporate font:
The use of original, memorable and non-standard styles in the design of products provides significant advantages in the development and promotion of goods and services:
Attracting the attention of consumers to the company's products.
Increasing the company's memorability and recognition.
Creation of a common company style and integration of all working tools.
Emphasizing the non-standard and creative approach of the company to its activities.
Positive impact on the company's reputation and its image in the market.
The most successful font design options
The vast experience of 24-pro specialists in the development of corporate styles and fonts allows us to assert that using various options, you can convey the appropriate message to consumers and evoke certain emotions. For example, the use of simple sans-serif fonts conveys the practicality, stability and reliability of the company, emphasizing its strong position in the market.
The choice of angular and rectilinear styles conveys the company's determination in its actions and its confidence in making decisions, while non-standard decorative or handwritten fonts create an impression of novelty and bright individuality of the company's image.
Strict outlines convey solidity and a well-thought-out development strategy. They are great for attracting investors and help strengthen business ties, instilling confidence in the company. Used for headings social advertising, attracting attention and conveying the high authority of the company.
The company's desire to build good relationships with consumers and win their trust is perfectly conveyed by the handwritten fonts used in the design. They help to express that the company cares about its customers and tries to meet their requirements and wishes.
When choosing a font, you should pay attention to the fact that it is easy to read, regardless of the size of the letters. The best choice are fonts with a size of 8 to 18 points. If you plan to use a small font, you should not opt for serif fonts, since these elements, when reduced in size, significantly impair readability.
The widespread use of branded headset gives consumers the opportunity to get used to individual characteristics company and creates strong associations with the products it produces. Like the logo, the corporate font should not be changed too often, so as not to violate the uniform style and connection between the company's products and its symbols. In the future, individual styles and colors may change, but the main lines and ideas of the company symbols should be constant.
Loading...