If you came across the term “typography” and were not familiar with it, chances are you haven’t dealt with everything related to texts, fonts, and everything in between. Let’s get to know the field of typography and understand why typography is important and significant in many marketing processes.
Article by Oded Nagan.
People who work in the field of typography are called typographers, and their job is to design fonts that are composed of alphabet letters, numbers, symbols, and punctuation marks. As part of the design process, the typographer gives the font a certain character and style, and thus any text written in the font will convey feelings and messages according to the font’s character. There are fonts that are suitable for formal and respectable designs, fonts designed for children, fonts for headlines, fonts for small texts, and even dynamic and parameterized fonts.
What is the field of typography?
Typographers design fonts that are intended to create accessible and readable texts, as well as being aesthetically pleasing. In practice, the typographer’s role is to create a match between the way the text is arranged and the way the message is supposed to be conveyed. The writer conveys a certain message, while the typographer’s job is to ensure that readers receive the writer’s accurate message.
In the end, every text reflects a certain message, and the job of the typographer will be multifaceted. Typography is a multi-faceted discipline that encompasses not only the arrangement of letters in a text, but also the selection of fonts and typefaces. Furthermore, a typographer is responsible for choosing appropriate letter and font sizes, selecting the size and width of margins, determining the length of lines, and ensuring proper spacing between lines and words. We have written extensively about this in our Book design and pagination page.
Another task of the typographer is to choose appropriate spacing between letters and between pairs of letters. Typography also deals with everything related to organizing text within a specific and specialized format. When talking about the profession of typography, we are actually talking about professionals in fields such as graphic design, typeface designers, typographers, and people in the advertising world.
Free fonts to download online
Typographers usually work with a variety of fonts for commercial purposes. It is worth knowing that nowadays, it is also possible to download free fonts from various font sites. Every graphic designer will examine and review the types of fonts on a variety of font websites and choose the most suitable font for their work.
In practice, these websites often provide a broad selection of fonts, which makes it easy for designers to find what they need. If you are looking for free fonts to download, we recommend that you closely examine all the fonts offered online. You are sure to find what you are looking for.
If you are not in the field of typography and you are required to design, plan and arrange texts – the recommendation is to leave the work to professionals. It’s one thing to choose fonts that fit your marketing message, but it’s another thing to actually design the letters. Typographers can assist you with everything related to refining and accurately conveying your message.
Typography and branding
When a logo consists mostly (or solely) of typography, it is called a “logotype”. Many logos today are based on this approach and include typography, with fewer unnecessary graphic elements. During the branding process, there is a need to create differentiation and uniqueness for the brand. Until recent years, many brands invested in creating a unique and memorable symbol that was often separate from the typography.
Sometimes it seems like all possible symbols have already been designed, which may be one of the reasons why in recent years branding agencies have chosen to design a logo based on typography. In addition to the logo, every brand also includes additional graphic elements such as a unique brand color palette, fonts, icons, a photographic language, and many other rules that make the brand unique. And in fact, the logo is just one component among many, and its main role is to convey the brand name in tailored typography that helps convey the brand’s values. If a symbol is needed, one can always add a symbol that accompanies the brand, or simply isolate, for example, the first letter of the logotype and turn it into a symbol that is used as needed.
For our previous article on typography and tips on pagination click here.