A company’s brand is comprised of a huge amount of interactions and elements – and many aren’t totally in the company’s control. One brand element that a company can control, and one that is often overlooked, is the voice of typography/type and how your brand is using it.
What is Typographic Voice?
The voice of typography/type can also be thought of as the personality of the typeface (aka font) that is being used, or how it communicates the message. Two extreme examples, seen below: Comic Sans’ voice is playful and childlike, whereas the voice of Jessica Hische’s Buttermilk is elegant, with a slight touch of whimsy.
While the differences in the example above are obvious, the voice of the two typefaces below aren’t so blatantly obvious.
It’s also important to make the distinction between typography (the design, layout, and arrangement of type) and type itself (the actual font). I’ll be using the two terms somewhat interchangeably here, in order to make a huge topic somewhat digestible, but do understand that both typefaces and typography have voice.