14 Nov The Character of Your Brand
When we talk about character in terms of brand we certainly do not mean personality but rather the lettering (font) used.
It is often the case that even in the largest companies, in the process of'conception of a new brand, you choose to use a character of use municipality (arial, helvetica, verdana) rather than something new and less common.
This happens because the focus is on recall something already known and widely used so that it is familiar to the end consumer.
Instead, it is shown that for be original e differentiate from the more it is good to create for yourself, when it turns out to be possible, a unique character and personal.
Examples to mention are COCA COLA., whose character has now become the "coca-cola character" or the brand VAIO devised by SONY with its own specific font.
There are many cases in which you instead choose to edit an existing font or simply associate a particular iconic sign with a commonly used character.
Large companies such as GOOGLE o EBAY were "limited" to Associate specific colors with popular fonts focusing on the simplicity and realizing UNIQUE brands over time.
Not all companies, however, accompany their logo graphics with specific lettering, companies such as APPLE o NIKE do not use letters in their branding while still remaining among the world leaders in their industry.
