It’s a funny word, isn’t it? Ty•pog•raphy is defined as the style and appearance of printed material. But typography is more than that.
Typography has the power to capture attention, instill emotion and reinforce a brand’s message. It takes careful consideration when choosing a font for a logo, website or print collateral. Typography should never, ever be an afterthought.
Things like kerning, tracking and leading may sound ancient — they actually date back to 1450 when Gutenberg invented movable type and the printing press — but to a designer, it’s what makes a creative piece come alive.
Going for a classy, high-end feel? You might consider adding more space between the letters (kerning). Think of wordmarks like COACH or PRADA. Expensive brands reinforce that message through typography. Even our current president’s wordmark has some air to breathe.
Spaced out letters might not be the look you’re going for. Especially if you have multiple words in a logo or wordmark. “I’m With Her,” might look a little funny spaced out, but with enough space between the words (tracking), the statement makes a powerful impact and the phrase becomes memorable with the audience.
Don’t forget about the leading — the space between lines of text. If you’re making a list, more leading is best. Introducing a new candidate? Go a little tighter to allow the eye to travel the paragraph with ease.
Choosing the right typeface can make or break a campaign, so be sure to keep these tips in mind as you're designing.