Leveraging on the Power of Fonts in your Designs (part 2)
This is the second part of a two-part article about fonts, typefaces & typography. You could read the first part here.
The first part of this article generally talked about fonts, typefaces (what they are and their differences) and typography in general.
Here, I’d take the brand UBER as an example to show how fonts affect a brand’s voice and its perception by users.
Uber is a ride-hailing service which helps users commute around their respective cities. Uber owns none of the vehicles used for their service but employ the use of willing drivers and vehicle owners who want to provide services.
The Uber brand gives off a feeling of being at ease, being comfy, modern and approachable. They also give off a feeling of trust (which they achieve from their efficiency and delivery of service. You may be curious as to how all these relate to the fonts used by Uber, well here’s how.
What feeling does the Uber Logo on the right give you? A luxury brand who’s authoritative and a high pricey feeling. You could even get to mistake it for a clothing brand.
This perception would go a long way in determining the interaction of users with your brand and this perception was influenced by the power of the typeface used.
So, it’s necessary to define a brand’s voice and have in mind certain customers you’re trying to serve and allow those factors to influence your choice of typefaces used. Also here are some top brands posed as alternates.
In conclusion, fonts & typeface choices greatly influence a brand’s voice and its perception by users. So ensure there’s a properly defined voice for your brand and the feeling you want to strike in your users before choosing a typeface for your brand. Here are some few brands re-imagined.
