Um... do you understand the impact of typography in brand perception?
Our latest guest speaker was Tom Foley, UK Type Director at Monotype.
Monotype owns the world’s largest type library, which has been growing for over 140 years! This journey started in huge warehouses, hand carving typography to be painstakingly typeset for use on huge Printing Press machines. Up to present day, using the latest software techniques to succeed in a digital world. They’ve worked on countless typography projects for many big business clients, one such being H&M; a case study which stuck out to us was a project that took 6 months to complete with a team of 20 working full time on it.
Tom took us on an extensive journey of type design. He spoke to us about the evolution of many typefaces, how even the smallest of changes can make a massive impact, the importance of context when choosing a typeface, translation and linguistic challenges, and how certain typefaces must be modified to suit modern life in the digital sphere.
For us, we were reminded of our role in carefully selecting typefaces for the brands we work with. Considering all aspects of the project (audience, context, platform and language). A typeface choice can transform a brand and at Missouri we have the responsibility, and the pleasure, of choosing from the hundreds and thousands of typefaces available from libraries such as Monotype.