Whilst the examples we’ve collected of the 25 best custom-designed typefaces wont be suitable for all brands in all markets, they do provide a powerful challenge to all brands to ask themselves the big question: “How hard are our brand’s visual assets working for us?” Specialist brand agencies with the skills to translate brand strategy into brand identity understand the role customized typography can play in the creation of unique and memorable brands. Usually this is the result of brand design being left to those more skilled in other areas such as advertising agencies or traditional graphic design studios. The shame it is that there are infinite type possibilities for brands – restricted only by the creativity and consideration of your brand’s creative agency. Whilst Helvetica is a beautifully designed contemporary font, it is what we call a ‘Neutral Face’ – Neutral because it is a clean font with little personality one way or the other, and Neutral because it is found so commonly representing such a range of brands that it is almost impossible to imbue it with distinction or individuality. The most common typeface in current brand design is Helvetica or one of its close relatives such as Arial. A brand’s typeface is one of the visual properties we incorporate into the brand design process, both because type can be a powerful and unique part of a brand’s visual messaging, and because for most brands, the potential of type is entirely overlooked. When creating a corporate image for our clients brands, we focus on building unique brand properties that can be leveraged to become brand assets.
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