The silent energy of typography usually goes unnoticed, but it performs a pivotal function in shaping a model’s notion. Past mere readability, a thoughtfully chosen typeface turns into a visible ambassador, conveying the model’s persona and values with each curve and stroke. A robust typographic id transcends the easy number of a font – it’s a strategic design determination that influences how customers join with a model or service, fostering recognition and loyalty.
This text showcases manufacturers which have masterfully leveraged typography to carve out a novel house out there. We are going to look at real-world examples to know how these corporations have used customized or rigorously chosen typefaces to speak their model story. Similar to having among the best logos or an ownable color palette, a typeface can grow to be a strong model asset. A particular and well-chosen typeface can convey model persona – take into consideration a playful script font that fits a youngsters’s model, whereas a daring sans-serif may convey energy and modernity for a tech firm.
The manufacturers we are going to discover on this article have chosen fonts that align with their aesthetic and built-in them throughout numerous platforms, making certain a constant and recognisable visible language that strengthens their model presence.
01. Mailchimp
(Picture credit score: Mailchimp)
Mailchimp is an all-in-one advertising platform primarily recognized for its electronic mail advertising companies. Its typeface is Means (main) and Graphik (secondary).
Why it really works: A sublime serif infused with a unusual heat, the first model typeface for Mailchimp, Means, initiatives trustworthiness, optimism and sincerity. Graphik provides a contact of persona for headlines and accents.
This mix creates a welcoming and interesting expertise for customers. The distinction lies of their objective: the heading typeface injects a way of caprice and memorability, drawing consideration and reinforcing Mailchimp’s distinctive branding, whereas the physique textual content typeface prioritizes readability, permitting customers to simply digest data.
02. The New York Occasions
(Picture credit score: The New York Occasions)
The New York Occasions web site serves as the net presence of the famend The New York Occasions newspaper and its typeface is Cheltenham (main) and Franklin Gothic (secondary).
Why it really works: The New York Occasions maintains its basic newspaper heritage with Cheltenham, conveying authority and trustworthiness. The addition of Franklin Gothic for headlines and digital interfaces offers a contemporary edge and improves readability on screens. This distinction serves to determine a transparent visible hierarchy: the serif headings command consideration and sign the significance of the content material, whereas the sans-serif physique textual content ensures a cushty and environment friendly studying expertise for the intensive articles.
Uber is a expertise platform that connects riders with drivers for transportation companies. The cellular app can also be an essential artifact within the drivers and riders’ consumer journey and is used as the primary digital touchpoint between the model and the purchasers. It makes use of Uber Transfer, a customized typeface.
Why it really works: Uber Transfer is a geometrical sans-serif typeface designed particularly for the model. Its clear traces and easy varieties mirror effectivity and modernity, that are key points of the Uber model. It is optimised for legibility throughout numerous gadgets and helps a number of languages.
This typeface was designed particularly for the model and is essential for establishing a constant and recognisable model id throughout all platforms and touchpoints. By proudly owning their typeface, Uber ensures a novel visible language that distinguishes them from rivals and reinforces their model’s international presence, making a cohesive consumer expertise no matter location or gadget.
04. Medium
(Picture credit score: Medium)
Medium is a web based publishing platform the place individuals can write and publish articles, and readers can uncover and have interaction with content material. Its typefaces are Constitution (main) and Sohne (secondary).
Why it really works: Constitution’s readability and barely casual really feel make it superb for long-form studying, which is central to Medium’s platform. It creates a cushty and welcoming studying expertise, encouraging customers to have interaction with the content material. This alternative is paramount for a platform devoted to in-depth articles and essays.
Complementing that is Sohne, a sans-serif font used for UI components, headings, and metadata, offering a transparent visible hierarchy and a contemporary distinction. The first serif font ensures immersive studying for articles, whereas the secondary sans-serif offers readability for interface components, balancing content material consumption with useful navigation.
05. Resend
(Picture credit score: Resend)
Resend offers an electronic mail API and platform that permits builders and companies to reliably ship transactional emails, akin to password resets, order confirmations, and welcome messages, with a concentrate on ease of integrations. Its typeface is aBCFavorit (main) and Inter (secondary).
Why it really works: Resend.com utilises clear, readable sans-serif typography, together with monospaced fonts for code and Inter for physique texts, to challenge a contemporary, dependable, and technically proficient model picture. This deliberate alternative reinforces their core values of effectivity and belief. The typeface aBCFavorit, a grotesque sans-serif by Dinamo, gives a stability of geometric readability and distinctive, barely humorous particulars, making it versatile for titles and first texts.
Oura has a wise ring and accompanying app that tracks numerous points of your well being and sleep. It makes use of AkkuratLL and Editorial Information as its typefaces.
Why it really works: Oura primarily employs the clear and trendy AkkuratLL sans-serif typeface for physique textual content and headings, making certain readability and a glossy aesthetic, complemented by a bolder, barely extra stylised sans-serif referred to as Editorial Information for key components solely. This pairing creates an amazing visible hierarchy, guiding the consumer’s eye and including a contact of sophistication.
07. Inne
(Picture credit score: Inne)
Inne.io offers a hormone monitoring gadget and app that permits girls to watch their fertility and hormonal well being at house by analysing saliva samples. When it comes to typefaces, it makes use of Oceanic Textual content (main) and GT America Inne (secondary).
Why it really works: Inne.io utilises Oceanic Textual content for headings, a typeface with a condensed and technical really feel, conveying precision and innovation. This contrasts with GT America Inne for physique textual content, a variation from the basic and readable GT America font that prioritises readability and accessibility.
The distinction lies of their objective: Oceanic Textual content provides a particular, virtually futuristic aptitude to headings, drawing consideration and emphasising key messages, whereas GT America Inne ensures a easy and cozy studying expertise for longer blocks of textual content, balancing visible curiosity with useful legibility.
For extra explorations of typography, see our typography of the last decade collection.
