FONTS FOR BRANDING

The Imagination to Create Font Branding Solutions

Type is an essential part of the visual identity of a corporate brand. The right font with the right typographic touch creates a powerful message to express the brand.

But getting the type right and then implementing it is never easy. Worse, the choice of fonts may introduce licensing or technical issues that can impede the proper use of the brand. Ascender can help companies ensure a successful branding initiative by solving the following common font issues:

Font Licensing Issues
Fonts are software and require proper licensing which can be quite complex. There are a range of licensing terms from type designers and font software vendors that need to be understood. Even the decision to utilize a system font can bring licensing challenges if the corporation has a variety of computing platforms.

For a company with 20,000 workstations or more, the cost of a developing a custom font is less expensive than licensing a retail font. Thus many large corporations choose to have custom typefaces designed, as this can be a cost effective way to control their typographic identity.

Type Design Issues
Most common typefaces originated in the days of phototypesetting and are intended for print publishing. Brands are now seen on devices ranging from mobile phones, personal computers, TVs, signage and digital output - thus typefaces need to be designed or adapted to work in these extreme conditions. Ascender can create a custom font from scratch or obtain the rights to modify existing typefaces to meet your design and usage requirements.

Technical Issues
Common technical issues include incompatibility across Windows and Macintosh systems, unreadable screen display at small point sizes, and missing characters for languages used in the European community or other parts of the world.

As technology changes so does font software. New font formats such as OpenType bring new capabilities and also challenges with respect to application software support and end user training. We can create Ascender Screen Optimized™ fonts for on-screen legibility and multilingual character sets for any platform.

How Ascender Can Help
Ascender’s partners are well-versed in all of these issues and can assist companies with the selection, development, implementation and management of a comprehensive program for corporate branding fonts. We’ve worked both with internal brand management teams and with design agencies to leverage our unique expertise.

Extending the Brand in the User Interface
Fonts are often underutilized as a strategic tool to reinforce brands at customer touchpoints. Devices with electronic screens, from ATMs to mobile phones, all present a valuable opportunity to ensure brand consistency by using the branding font in the User Interface (UI). Ascender can engineer fonts that extend your brand into the UI. For more information on this topic see Brand Consistency.

Contact us today to find out more about how we can help you leverage fonts to make the most of your brand. Please contact us for more information on our font services for corporate branding.

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