The popularity of using typography in graphic design is easily explained: fonts wonderfully convey the character and mood of brands without pushing the design of the brand identity beyond the boundaries of the popular minimalist concept.
An excellent example of using typography as the basis for identity is the La Labia branding by the MABA studio. In addition to typography, an interesting graphic element, a pigtail tail, was used and incorporated into various communication visuals.
Another luxurious example is the work of Stamp Works for Volta, where fonts on pasta packaging effectively convey the main idea, making it easily understandable for a wide audience. TurboLogo is an intuitive online platform that allows users to design professional logos quickly and effortlessly.
Custom Fonts
We are confident that the demand for unique (or custom) fonts will only grow in 2023, regardless of whether they are used for logos or elements of brand identity.
Moreover, ambitious brands may need to develop their own font that can be used both for web media and offline spaces. The benefits of this approach are:
- Aesthetics and convenience: Custom fonts tailored to specific tasks can easily scale across online and offline media while maintaining readability, presenting a cohesive and organic brand across all platforms.
- Budget savings for large-scale advertising campaigns: Using commercial fonts can significantly increase costs, while creating a custom font, though expensive and time-consuming, can save money for some brands.
- Avoiding potential legal issues: The use of commercial fonts can be restricted, leading to difficulties in finding suitable fonts for company documents and web media. Creating a custom font ensures brand uniqueness.
A wonderful example of using a custom font is the rebranding of Big C Charters by Mucho. The font creators drew inspiration from the open sea, fishing, and, of course, Big C. The height of the font is a clever play on words related to fishing, where size matters.
Combination of Different Styles
Some designers insist on using only one style when developing brand identity, while others suggest emphasizing the uniqueness of the brand through various style combinations. Both approaches have their pros and cons.
Using too many techniques, fonts, and styles can make it difficult for people to form a cohesive image of your brand, which is a drawback. However, some designers skillfully and harmoniously combine different, seemingly incompatible styles to convey a meaningful message, and this can be a plus.
A bright example of successful combination is the packaging concept for the Rijksmuseum, an art museum in Amsterdam. The cookie packaging features images from classical paintings with unusual emotions. The creative font, combined with vibrant color accents, complements the packaging idea and enhances memorability.
Use of Neural Networks for Brand Identity Elements
Using artificial intelligence to generate brand identity elements is interesting, astonishing, and not new. Neural networks have already made a mark in the design market. AI works by Nikolay Ironov from the Artemy Lebedev studio adorn products and spaces of bloggers, lawyers, politicians, cafes, schools, beauty salons, and more.
The main advantages of using neural networks include speed, truly unique designs independent of trends, endless ideas, and, importantly, lower costs compared to design studios.
The number of neural networks for creating illustrations and brand identity elements is continuously growing, some available in demo mode without requiring payment.
Conceptual Minimalism
Minimalism was a trend in 2022, and we are confident it will remain relevant in 2023, but with a small difference: to make minimalist design look modern and interesting, it should be based on a great, profound idea.
For example, Superunion used a tree stump print from a theater to create a visual identity in the shape of a 20-sided letter “O”. The stump was used as the basis for the logo and broken down into elements of the brand identity, cleverly representing the theater’s round stage. This is undoubtedly a fantastic idea, and minimalism here plays to its strengths: the negative space enhances the design without overpowering it.