Of course, in the internet age, fewer and fewer people communicate via pen and paper, choosing instead to put down their thoughts in electronic media – and that usually involve typography in some form.
It would be interesting to study the relationship between the individual and a particular font they’ve chosen. Of course, many companies already understand how much is communicated through typography. Consider your experience when logging onto a site using sophisticated Bank Gothic over folksy Chalkboard.
Does this visual language drive more business to the site, or detract from it? Is the business credible, or a hack job wanna-be?.
Designers know the importance of typography to successful marketing and brand identity. Creating a distinctive look is critical, but ensuring that the company’s look is consistent with its products and services is even more important.
What are your favorite ways to convey a company with sophistication? That promises security? Which deals in creativity?