Typography Elements: Letters, Fountains, Logos, Colors

Typography elements: letters, fountains, logos, colors

Different elements of typography

Typography is no longer a simple way to order the font as it used to be before. With emerging new technologies and design needs, designers and printers use many terms that insinuate their requirements. 

Types and Fuentes

Often, fonts and fonts are the terms erroneously used interchangeably by many. Technically, a font includes many characters of different weights and sizes. The font refers to the creation of text style such as Arial and Helvetic. A font is a family of sources related to the font.

A source refers to the weights, widths and styles of a font and is a graphic representation of the texts of the text. The sources have the width and height of a font and refer to their style. All types of fonts have different source sizes. Therefore, the graphic designer knows each individual character as high x. To make these visuals seem attractive, professional designers follow some rules of the typography tested over time. These rules or guidelines are:

1. Read the text provided by the customer carefully. When it comes to incorporating the text in the design of a website, it becomes even more important. Many designers make the mistake of simply copy and paste the text of a file. But the wrong choice of the font and the source will not help leave a desirable impact on spectators or customers. Therefore, to capture the attention of customers or visitors, you must first read the text completely to be able to have a unique idea of how it should be incorporated and integrated into a design such as a website.

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2. The hierarchy. This consists in guiding the viewer’s eye towards the most important element of the design, such as the website design. The designer uses the typography to decide where the visitor should read first. To create the hierarchy, the designer uses the source size and typography to capture attention and direct attention to the most important information. Generally, designers create a shocking hierarchy in a design by adding three different typography levels. Level one typography is generally the most significant content. It is what viewers see how the first typographic element distinctively visible in their design. The level two typography element is used to create the text in a group or information section to help viewers navigate the details easily. But this typography level must excel. Level three is usually the meat of design and is a heavy text design. Here the viewer gets into the message of its design. It can be your entire article or a brief description. The main objective of typography at this level is to facilitate reading, since the source size is usually small.
3. The color. With the use of color, attracting the visitor’s attention becomes much easier on a website or other design. An erroneous choice of typography color can cause the viewer to lose attention due to several design elements in the background.

Slogan

A slogan is a short and catchy summary of a company or product that accompanies a logo and usually appears as the last words spoken in ads. The most successful slogans become relatives for consumers and immediately bring the company and its products to mind. There are some basic rules that must be taken into account when designing a slogan for a company:

1. That is brief and simple. Short slogans tend to be the most successful, simply because they are easier to remember. The Simplimation Advertising Consultants Group suggests that a good slogan should not have more than 10 words, and that shorter is generally better. The slogans known as ‘Just do it!’They are powerful examples of short and catchy texts. In addition, a successful slogan avoids jargon or unknown terms in favor of short and simple words included by the majority of the population.
2. Emphasize strengths. Even a catchy slogan will not be very helpful if it does not bring positive associations to the consumer’s mind. You have to make sure that slogan says something positive about the products offered by the company. For example, the slogan ‘because I am not silly’ suggests that the experience of buying in Mediamarkt is an experience of convenience. The slogan ‘the best man can get’ implies that the shaving with a Gilette spawning machin will improve man, and seems to suggest that he can improve more than his appearance.
3. Avoid obvious. It is possible that the slogans that are not unique or that sound too close to other slogans do not immediately reach consumer’s ears. For that reason, it is often better to avoid the obvious turns of the phrase when a winning slogan is designed. The online advertising company Websitetext suggests staying away from clichés as ‘your choice for’ or ‘your resource for’. Similar phrases like ‘number one’ may seem boring to potential customers.
4. Match the brand. The slogan that is designed must be agreed with the brand that has been created. Brands have personalities, and as with people, a brand that delivers an inconsistent message will be seen as unreliable. Even the most catchy slogan will be counterproductive if it contradicts the messages sent by the rest of its advertising. For example, a company that markets mothers and promotes a warm and comforting brand image should avoid shameless and daring slogan.

Visual identity manual

A corporate identity manual defines the rules of application of the graphic elements of a brand to maintain its visual and communicative coherence. In short, without a manual the brand is lost. Brand identity is the personality of the company. This is what highlights it in the mind of the consumer and the difference from competition. A corporate identity manual is responsible for aligning all the rules of the graphic applications of its brand, from the sources and colors to the logos, applications and images. It is a reference tool that explains how a company is presented to the world through design. The creation of a visual guide has two main advantages: it guarantees coherence and saves time.

Coherence is the key to creating a perfect brand image. Every company needs to create communication pieces, such as newsletters, images for social media or online ads. A reference manual allows you to gather all the information so that anyone can access it at any time and can follow the same criteria when creating a design. These are the basic elements that the corporate identity manual must have:

• Definition and philosophy. Before creating a style guide, the brand must be well known. The first section must explain the basic concepts, such as mission, vision, personality and fundamental values. It is about capturing the essence of the brand in a few lines of text.
• Moodboards. A collage of inspiring images helps visualize the concepts behind the creation of the brand.

Logos

The logo is the most recognizable element of a brand. This part of the manual guarantees the correct use of its logo in any medium. It is necessary to detail how and when your different versions can be used. In order to avoid erroneous applications that can transmit a wrong message, it is important to specify the following basic elements:

• Anagrama or symbol: graphic element that is part of the logo and that represents one or more concepts.
• Brand: A distinctive sign whose main function is to differentiate and distinguish the services of the company from other competitors.
• Motto: A brief phrase specifically designed to express the brand’s proposal ingeniously and intelligently.
• Grid and protection zone: a guide that helps reproduce the logo in any dimension and a half. Establishes a proportional empty space around the logo to ensure its readability.
• Application sizes: the minimum recommended size to use a logo without losing its readability in offset, screen printing and digital printing.
• Positive and negative space logos: White on black and black background on white background, to indicate which color variant should be used in light and dark backgrounds.
• Logo placement: a sample of how the brand should be presented in different colors and corporate images.
• Improper use: Details of how the graphic elements of the brand should not be applied, including deformations, color changes or incorrect sizes.

Corporate colors

The choice of primary and secondary corporate colors is one of the most important elements of the brand. The manual must specify a color sample, using references for both printed and digital media. Do not forget that two different codes are used for printing: 

• Pantone: The most used colors catalog in the world. The use of references Pantone ensures that the printed color will always be the same as the one chosen in the sample.
• CMYK: Four digits that indicate the combination of four colors: cyan, magenta, yellow and key. The equivalent of a pantone color will not always be exactly the same in CMYK.

conclusion 

To conclude this compilation on the typography in the design, it is important to note that the designer uses the typography for a purpose. It has a certain brand message to convey to a target audience, which forces designers to use the types. In addition to the importance of typography in the logos, we must not forget that some designs are based solely on the text. To make these visuals seem attractive and with a purpose, professional designers follow the rules of the typography mentioned above.