What’s Up With Kind? – Proof Branding


“What do you imply by typography? What font is that? What’s a typeface?” – We repeatedly face questions from our purchasers on the distinction between fonts and kind, when to create one thing customized, and the way it applies to model growth. Let’s clear some issues up:

  • The time period “Typeface” refers back to the household of kind.
  • The “Font” is the variant of the typeface inside that household.


Why is Typography essential?

Typography is greater than selecting the most recent fashionable “font.” Typography is vital in establishing a model’s general tone and really feel. Not solely will typography affect the person on how they really feel when viewing your model, however it would inform and information them as they work together with you. Typography performs a major position in how customers understand info written in textual content. Typically talking, a visually interesting kind is more practical at grabbing the person’s consideration and could have extra potential to strengthen the model than a generic typeface.

For us, step one within the design course of is to discover a sturdy kind research, pulling completely different typefaces that contemplate all venture specs (usability, licensing, Webfont availability, and aesthetics primarily based on conceptual route).

This kind research will act as a beginning/reference level for brand design, offering the designer with a financial institution of acceptable fonts to work with as they start the design course of. From there a customized typeface can be created if wanted. An amazing instance of the place a customized typeface was wanted to spherical out the system is our current work with Hazelwood Labs.

Hazelwood Labs

In our preliminary conferences with Joseph at Hazelwood, we mentioned the precise in-application use instances that the model would have. One among their key contact factors was the power to laser minimize letters into numerous wooden, steel surfaces, and different supplies. In the event that they have been to make use of an atypical typeface to laser minimize, items of the letters would fall out and reduce legibility. When beginning the design course of, fixing this drawback was high of thoughts. With the intention to obtain the ultimate look, we wanted to create a completely customized typeface with a “stencil” font.

Kind is far more than “only a font.” Typography has a major position to play in a model’s growth and visible identification. And due to that it requires a deep dive into creating issues deliberately and with usability high of thoughts.


Please enter your comment!
Please enter your name here