The objective of this work was a) to examine the relation between typographical body and the character, meaning and temperament of words that carry its form and b) to examine the perception of a global brands’ logotype (textual part of a logo) and measure on how their typography is perceived by observers to see if the font family itself corresponds to values and/or tone of voice the same brands wanted to exhibit.
The selection of famous brand logos has been chosen from a range of diverse industries. After identifying the typography for each, they have been presented in a “neutral” environment, stripped from any brand recognizable visual artefacts, colours, titles, taglines and then compared against a series of qualitative descriptors to see if their form matches the industry and emotional aspects they wanted to instil.
Survey results and interview findings led to work that proposed a selection of caricatured logotypes that are clearly and uncomfortably stressing the intended brand image. Four variations: a) neutral brand logotype, b) stressed logotype, c) alternative brand logotype and d) one more alternative brand logotype have been offered to the same participants. This test has been set to see if the original typography positioned the brand(s) at the right place in terms of font choice and stylization.
The report has shown that there were cases where the brand’s chosen typography form did not correspond to the personality of the brand. The research sample was small leaving room for more comprehensive research. The research was done outside of each brand’s visual context, not taking into account their existing tone of voice, and the work derived corresponds to research findings in that context.
Miroslav Boljević – MA Design APR20 https://www.linkedin.com/in/miroslavboljevic/
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