There are some fonts which are used so often that have truly become standard scripts. In the field of the web, these are mainly Verdana and Arial and in the publishing area Helvetica, Frutiger and Futura. But it’s not the missing personality, it’s rather the occurrence of the usage when a font seems less individual. How could an identity stand out from the crowd, when the mass uses only Frutiger? It’s obvious: We need to work with new fonts.
That’s one of the reasons why companies like VW, Ikea and Opel have their own Corporate Fonts. Even though the VW Headline, Ikea Sans and Opel Sans are based upon the Futura, the Corporate Identity of these companies appears more personal and individual. But is the font really that important for a Corporate Identity?
When we look at an advertisement from Mercedes-Benz (they use the Corporate by Kurt Weidemann), would we recognise the brand if they would have just a plain text written in that font on their placards? It is very difficult to identify a brand just on the basis of their font, even if the brand is well known. But if we add a silver background and have the text in black written upon the placards, it’s easier to identify the brand. Is that to say that the importance of fonts for the Corporate Identity is overrated? Certainly not: It is quite evident that if Mercedes-Benz would change their Corporate font into Comic Sans it would also change their whole Corporate Identity. It really makes a difference whether a company presents itself with a standard type or a well designed font.
A font has its own character and stands for a distinct declaration. It accounts – together with other factors such as logo, colour etc. – for the success of a Corporate Identity and we cannot leave it behind. When we at Dot Kite are in the process of designing a Corporate Identity, we think about every detail to achieve the best results for our clients, also about a font which supports the brand.