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    The Power of Typography in Brand Resonance – Did You Notice the Name Wasn’t There?

    By Robert Cameron - Apr 27, 2018
    The Power of Typography in Brand Resonance – Did You Notice the Name Wasn’t There?

    Italy-based logo and identity designer Emanuele Abrate has recreated some of the most famous logos on earth, from Starbucks to Adidas, by replacing the brand name with the name of the font that each logo uses used in each logo.

    And the results were pretty interesting and speak to how much a brand resonates with consumers. For example, at first glance, many people might not even notice that the brand name itself is actually missing.

    This falls well in line with the thinking of Matthew Carter, one of the most widely-regarded typographical designers of the 20th century, who created fonts such as those used by Sports Illustrated, Business Week, The New York Times and more.

     
     

    Carter argued that typography should be inconspicuous and “provide a seamless passage of the author’s thoughts into the readers’ minds with as much sympathy, style, and congeniality as possible”.

    Abrate’s experiment with various fonts seems to demonstrate that quite well. Of course, it will depend on the person and their relationship with the brand, but have a look for yourself and see.


     
     

    You can see more of Abrate’s work on KlavikaBillabong, and Behance

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