Next in our series on sharing inspiration from different aspects of design is typography. Typefaces have a big influence on what we think and feel about a brand. Here we explore how using typography on its own can create a powerful visual impact on your communication.

 

Using type to create impactful layouts

Magazines, with their creative use of typography, are a fantastic source of inspiration. They can spark a fresh approach to all types of corporate communication, from brochures to advertising, using bold and graphic forms that are attractive and appealing.

Left: InStyle US May 2016. Right: Tara van Munster for Harpers Bazaar-via Women Of Graphic Design

Left: InStyle US May 2016. Right: Tara van Munster for Harpers Bazaar-via Women Of Graphic Design

The famous American designer Herb Lubalin (1918-1981) was a great believer in the power of typography. He said, “The better people communicate, the greater will be the need for better typography-expressive typography.”

Left: ‘Let’s Talk Type’ a trade advert by Herb Lubalin with perfectly placed type; Right: a selection of logos that he collaborated on

Left: ‘Let’s Talk Type’ a trade advert by Herb Lubalin with perfectly placed type; Right: a selection of logos that he collaborated on

Using type as graphics

Creating illustrative graphics through type is a fun and playful way to engage your audience. These examples show how flexible they can be in portraying different moods.

Left: Letters are used to create a sense of movement with An American In Paris by Studio Philippe Apeloig France; Right: this Helvetica typeface illustration by POP and Pär Ågren has a strong, architectural feel

Left: Letters are used to create a sense of movement with An American In Paris by Studio Philippe Apeloig France; Right: this Helvetica typeface illustration by POP and Pär Ågren has a strong, architectural feel

Combining type and pattern

For high energy and impactful visuals, pair a simple, clean typeface with geometric patterns. Stripes in particular are an incredibly versatile tool to add a bit of interest.

Left: connecting pattern with type creates an immediate impression and a dynamic layout (photographed outside an art centre in Bournemouth by Nick Fewings); Right: interweaving dynamic black and white stripes and letters create a compelling visual in this Paperjam poster

Left: connecting pattern with type creates an immediate impression and a dynamic layout (photographed outside an art centre in Bournemouth by Nick Fewings); Right: interweaving dynamic black and white stripes and letters create a compelling visual in this Paperjam poster

Typography, especially when used imaginatively, can be a powerful additional tool in your brand platform. Use it to enhance your communication by adding an extra layer of meaning through playful graphics and bold headlines.