These days, a brand can’t just be about appearances, it has to epitomise something. It has to be about its product, its employees and its clients. It has to bring a story to life rather than just tell stories. It has to be an experience that triggers emotions.
We all know and recognise that typography has its own character. So it’s not a choice that you should leave to chance.
When you first set about creating a brand, it’s not long before you have to try to lay down guidelines about how it should be used. This document is often referred to as a bible: a sacred text that has to be deferred to. A set of rules that are set down in stone.
Tone of voice is how the brand, and so everybody who brings that brand to life, expresses themselves, both orally and in writing. So it is really important that it is defined.
When talking about brand identity, lots of companies tend to sum it up as the logo. Putting the logo in the top-left corner of their letter header, right in the middle above their front door, clearly visible on a mug. And yet a brand’s identity is much more than its symbol or its name alone.